Without the option to purchase plug-in electric and/or hybrid vehicles, conventional counterfactuals used in literature may underestimate the fuel savings from clean vehicle adoption, thus overestimating the costs of securing associated environmental benefits. Using a nationally representative sample of new car purchases in the U.S., a vehicle choice model-based counterfactual approach is proposed that allows for the prediction of what consumers would purchase if these clean vehicles were unavailable. The cost of demand-side policies in the form of financial incentives to encourage plug-in electric vehicle adoption is estimated.

Principal Fellow- Transportation & Infrastructure
Rubal is a principal fellow at KAPSARC focused on understanding consumer decision making, in particular, consumer choice of energy-efficient technologies…
Rubal is a principal fellow at KAPSARC focused on understanding consumer decision making, in particular, consumer choice of energy-efficient technologies and mobility options under alternative technology and policy scenarios. Before joining KAPSARC, Rubal gained a Ph.D. at KAUST designing advanced carbon materials for energy and environmental applications, with a particular focus on energy storage, carbon capture, waste-water treatment, and hydrogen generation via solar water splitting. Prior to that, he worked at the University of Pennsylvania on a semiconductor industry-funded project, developing a continuum modeling framework for simulating the physics of micro defect formation in silicon crystals.
Expertise
- Behavorial decision science
- Consumer adoption
- Energy-efficient mobility and shared autonomous mobility-on-demand
Publications See all Rubal Dua’s publications

Emerging Policy and Economics Research Priorities for Enabling Low-Carbon Trucking
Without the option to purchase plug-in electric and/or hybrid vehicles, conventional counterfactuals used in literature…
16th April 2025
Why Might Some Chinese Battery Electric Vehicle Owners Choose Not to Repurchase Another?
Without the option to purchase plug-in electric and/or hybrid vehicles, conventional counterfactuals used in literature…
2nd February 2025