To overcome the environmental side effects of over-utilizing fossil fuels and road traffic emissions, Alternative Fuel Vehicles (AFVs) are alternative power engines. However, as AFVs have not yet penetrated the automotive market in Iran, using the choice experiment model, this study considers the heterogeneous preference for Electric Vehicles (EVs) in four megacities of Iran. Therefore, 1000 respondents are interviewed and are asked to choose their preferred vehicle between hybrid electric vehicles (HEVs), battery electric vehicles (BEVs), and internal combustion engine vehicles. Furthermore, this study contributes to the literature by employing the Policoric correlation matrix, not Pearson, to investigate the influence of psychological factors besides the macro, micro, and product factors in adopting Evs. The latent class and mixed logit model reveal the monetary factors negatively affected consumers' willingness to pay for HEVs and BEVs. In contrast, the charging availability and non-monetary policies are positively connected to the acceptance rate of BEVs, While risk-aversion and normative-face perspectives reduce it. Furthermore, the class membership variable shows that the younger tend to purchase HEVs, and high-income groups are the most significant potential buyers of HEVs and BEVs. Therefore, the younger and high-income groups could be considered the target group in Iran's early penetrating EVs.

为了克服过度使用化石燃料和道路交通排放的环境副作用，替代燃料汽车 (AFV) 是替代动力发动机。然而，由于 AFV 尚未渗透到伊朗的汽车市场，本研究使用选择实验模型考虑了伊朗四个大城市对电动汽车 (EV) 的异质偏好。因此，1000 名受访者接受了采访，并被要求在混合动力电动汽车 (HEV)、纯电动汽车 (BEV) 和内燃机汽车之间选择他们的首选车辆。此外，本研究通过使用 Policoric 相关矩阵（而不是 Pearson）来研究除了宏观、微观和产品因素之外的心理因素对采用 Evs 的影响，从而为文献做出贡献。潜在类别和混合 logit 模型揭示了货币因素对消费者对 HEV 和 BEV 的支付意愿产生负面影响。相比之下，充电可用性和非货币政策与纯电动汽车的接受率呈正相关，而风险规避和规范面的观点则降低了接受率。此外，班级成员变量显示，年轻人倾向于购买 HEV，高收入群体是 HEV 和 BEV 最重要的潜在购买者。因此，年轻和高收入群体可以被视为伊朗早期渗透电动汽车的目标群体。而风险规避和规范面孔的观点则减少了它。此外，班级成员变量显示，年轻人倾向于购买 HEV，高收入群体是 HEV 和 BEV 最重要的潜在购买者。因此，年轻和高收入群体可以被视为伊朗早期渗透电动汽车的目标群体。而风险规避和规范面孔的观点则减少了它。此外，班级成员变量显示，年轻人倾向于购买 HEV，高收入群体是 HEV 和 BEV 最重要的潜在购买者。因此，年轻和高收入群体可以被视为伊朗早期渗透电动汽车的目标群体。