There are many obstacles to the success of FCEVs, each of which is not easy to overcome. Although the solutions to some of them have been found, a portion of these solutions are based on a hypothetical situation of the prevalence of FCEVs, which appears illogical. Nevertheless, the use of fossil fuels undeniably damages the environment, and hydrogen is a clean-energy carrier that can be produced from renewable energy sources. FCEVs using hydrogen as a fuel will soon emerge in the automotive market, unless a completely new technology suddenly appears. A key question is how to begin the virtuous cycle of the hydrogen economy. The answer may be found in humanity. The desire to drive a car that is better for our families and our planet can be more effective than government regulations and business activities. Sales of organic foods and products have been on the rise even though they are more expensive and sometimes worse in quality than regular ones. Why, then, can't FCEVs be like them?
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Kim et al. (2018) studied this question.