This project examines the correlation between consumer perception and willingness to pay for electric vehicles (EVs). Using secondary research regarding sustainability, pricing and other factors influencing or swaying purchasing decisions, newfound details were uncovered. A survey was then created to collect primary research data, gauging general interest using a side-by-side comparison of the top three U.S. auto manufacturers and their efforts to transition to the next era of the automobile. From this, new marketing and advertising techniques are offered to allow for a more widespread adoption and quicker transition to full EV lineups in the near future - essentially, closing the gap from interest to action.

Lithium ion batteries are quintessential components of modern life. They are used to power smart devices — phones, tablets, laptops, and are rapidly becoming major elements in the automotive industry. Demand projections for lithium are skyrocketing with production struggling to keep up pace. This drive is due mostly to the rapid adoption of electric vehicles; sales of electric vehicles in 2020 are more than double what they were only a year prior. With such staggering growth it is important to understand how lithium is sourced and what that means for the environment. Will production even be capable of meeting the demand as more industries make use of this valuable element? How will the environmental impact of lithium affect growth? This thesis attempts to answer these questions as the world looks to a decade of rapid growth for lithium ion batteries.