Electric Vehicles: early stage adoption processes

Transcription

1 Electric Vehicles: early stage adoption processes Project 1: Innovation transitions from an economic perspective Alexandros Dimitropoulos (Kees Maat) Project 2: The environment of early adopters from an innovation s perspective - Will Sierzchula (Bert van Wee) Project 3: Psychological factors influencing early adoption Ernst Noppers (Linda Steg)

2 Flynn:

3 The symbolic motive for the adoption of electric vehicles (EV)

4 Motives for the adoption of EV Instrumental: getting from A to B, convenience, affordable, safety, flexibility,.. Environmental: no tailpipe emissions, charge with renewable energy, Is that all?

5 filmpje Symbolic motivation

6 Motives for the adoption of EV Instrumental: getting from A to B, convenience, affordable, safety, flexibility,.. Environmental: no tailpipe emissions, charge with renewable energy, Symbolic: An electric vehicle can say something (positive) about you: e.g. Innovative, independent, intelligent, etc (e.g. Heffner et al. 2007) <Seems neglected>

7 Study 1: Goals 1. Test the relative importance of the 3 types of attributes for adoption of EVs 2. Does the importance of the symbolic motive for adoption depend on the perceived drawbacks?

8 Method Questionnaire, N = 105, potential car buyers: citizens of Groningen with drivers license Direct method: Importance of 22 attributes in buying an EV Indirect method: predict adoption with evaluation Evaluation of 22 attributes of an EV Adoption indicators: Buying intention EV Interest in EV

9 Attributes electric car Instrumental Symbolic Example items: Price Range Comfort Shows who I am Gives me status Fits with how I want to see myself Environmental Emits few greenhouse gasses Is environmentally friendly Q1: How important are these attributes ( 1 6 ) Q2: Rate a typical electric car on these attributes ( 1 6 )

10 Reported Importance 6,0 5,0 4,0 4,7 4,9 3,0 2,0 1,0 2,3 Instrumental Environmental Symbolic Q1: How important are these attributes when buying an electric car?

11 Motivations driving adoption intention electric car Beliefs about the attributes of the electric car Instrumental M = 3.7 SD =.8 Β s: Symbolic M = 2.7 SD = Adoption intentions electric car Environmental M = 5.2 SD = R 2 =.29 F(4,88) = 8.76, p <.001

12 Motivations driving interest in EV Beliefs about the attributes of the electric car Instrumental M = 3.7 SD =.8 Symbolic M = 2.7 SD = Β s:.29 Interest in electric car Environmental M = 5.2 SD = R 2 =.21 F(4,86) = 5.58, p <.001

13 Discussion study 1 Symbolic & environmental motives important for adoption Symbolic motives were not recognized Symbolic motives were particularly important when instrumental drawbacks (Early adoption phase!) Are drawbacks enhancing symbolic motivations for all consumers?

14 Study 2: motives for early adopters Categories of adopters (Rogers, 1962, 2003) Segments differ in: timing of adoption, motives for adoption(?) Goal: Are early adopters more motivated to buy an EV for the symbolic attributes when they perceive an EV to have more instrumental drawbacks?

15 Study 2 Questionnaire study Data collected via Online Panel (Panel Inzicht) (N = 2974) sample is representative for Dutch car drivers. Beliefs about EV attributes: Instrumental: (e.g) an EV is expensive (R), an EV has an insufficient range (R), an EV drives smoothly Symbolic: (e.g) an EV gives me status, I can show who I am with an EV Willingness to adopt an EV: I would now buy an electric car I am interested in an electric vehicle I would consider an electric vehicle when purchasing a (next) car

16 Model testing H1 Beliefs about the attributes of the electric car Earlier adopter Instrumental M = 3.4 SD =.5 Symbolic M = 2.6 SD = 1.1 Willingness to adopt M = 2.8 SD = 1.3 Significant 3-way interaction term (p <.05)

17 Early adopters are also more positive about symbolic attributes of an EV 4,0 3,0 2,0 1,0 Innovator Early adopter Early majority Late majority Traditionalist

18 Overall conclusions Symbolic motive is an important (additional) motive for adoption of EV (For early adopters) Influence of symbolic when more drawbacks Symbolic motive is not recognized by consumers

19 Practical Implications Get the adoption process started: Target early adopters on their key motives (symbolic) Symbolic function EV is relatively positive & important for them Trivializing instrumental drawbacks may backfire for early adopters ( Yes I invest effort, the EV shows who I am )

20 Publication: Noppers, E.H., Keizer, K., Bolderdijk, J.W., Steg, L. (2014). The adoption of sustainable innovations: driven by symbolic and environmental motives. Global Environmental Change, 25, Ernst Noppers: Linda Steg Kees Keizer Marija Bockarjova