RMIT Centre for African Engagement (CAE) PhD Scholarships - Understanding Electric Vehicle (EV) Consumer Behaviour and Usage Practices in Africa

The scholarships provide tuition fees for a period of 3.5 years and a stipend of $35,886 per annum (2025 rate indexed annually)

One (1).

To be eligible to apply for this scholarship, applicants must:

• meet the minimum requirements for admission to a Doctor of Philosophy (PhD) program at RMIT. Details are available on the How to apply page.
• be a citizen of an African country

This scholarship is supporting the project titled: "Understanding Electric Vehicle (EV) Consumer Behaviour and Usage Practices in Africa", which has specific eligibility requirements. 

The ideal candidate should have a strong interdisciplinary background bridging marketing, social and public policy, human development, and sustainable transport systems, with proven interest in technology adoption, green transition, and climate resilience in Africa or an African country.

Relevant Academic Qualifications: Relevant undergraduate and postgraduate degrees in the fields of 

• Marketing -Social Sciences (e.g., Anthropology, Sociology) 
• Social and Public Policy Ideal set of capabilities: 
  • Strong research and analytical skills –ability to design and conduct mixed-methods research (quantitative and qualitative), including surveys, interviews, and case studies on consumer behaviour and technology adoption. 
  • Professional and industry experience – professional qualification and/or relevant industry experience in transportation, energy, and technology innovation management in any African country. 
  • Knowledge of sustainability and innovation diffusion – understanding of sustainable marketing, green consumer behaviour, and Rogers' Innovation Diffusion Theory or related behavioural models. 
  • Policy and communication insight – ability to translate research findings into policy recommendations and strategic communication that supports sustainable transport and consumer engagement in African contexts.

17/11/2025

Scholarship applications must include evidence of contact with the proposed senior supervisor.

Please contact Dr Marian Makkar (marian.makkar@rmit.edu.au) submit the following documents:

• A brief overview of your motivation and suitability for this PhD project.
• A detailed CV including academic achievements & research experience.
• Academic certificates and transcripts

Applicants that can demonstrate evidence of contact with the proposed senior supervisor can submit an application via the How to Apply page.

This scholarship will support the project titled: "Understanding Electric Vehicle (EV) Consumer Behaviour and Usage Practices in Africa".

A summary of the project is below:

The shift to electric mobility is vital to Africa's sustainable transport and climate objectives, yet adoption remains low due to poor infrastructure, unstable electricity, high costs, and weak policy frameworks (Ajao et al., 2024).
Despite these barriers, a growing segment of consumers in African countries like Egypt, Ghana, Nigeria, Kenya and South Africa, have adopted Electric Vehicles (EVs) (Okafor et al., 2025).
This project investigates who these early adopters are, how they use EVs, and what their experiences reveal about innovation and adaptation in constrained environments.Grounded in Rogers' (2003) Innovation Diffusion Theory, which identifies early adopters as less risk-averse and more open to experimentation, the project will examine the motivations, challenges, and behavioural patterns of existing EV users.
Using a mixed-methods approach (surveys, interviews, and case studies within or across selected African cities), the study will analyse usage practices, satisfaction levels, and coping mechanisms in contexts with unreliable energy and limited charging infrastructure.
The research will also assess road safety and behavioural dimensions, exploring how EV use affects driving patterns, risk perception, and maintenance behaviour in view of Africa's poor road infrastructure and safety conditions (Ajao et al., 2024). Findings will offer evidence-based insights for EV firms, policymakers, and development partners, helping design better consumer support systems, effective marketing strategies, and inclusive policies to accelerate EV adoption.

The project aligns with SDGs 7, 9, 11, and 13, advancing Africa's goals of clean energy, innovation, sustainable mobility, and road safety transformation.

References:

• Ajao, Q., Sadeeq, L., & Sodiq, O. O. (2024). The impact of facilitating conditions on electric vehicle adoption intentions in sub
• Saharan Africa: An integrated UTAUT model. Journal of Renewable and Sustainable Energy, 16(6).
• Okafor, C. L., Van Eeden, J., Booysen, M. J., & Bruwer, M. (2025). The Electric mobility ecosystem: a literature review of transport electrification to define research paths for Africa. Transportation Letters, 1-24.
• Rogers, E. M. (2003). Diffusion of Innovations (5th ed.) Free Press.