Identifying drivers behind the adoption of velocars: An analysis of capability, opportunity and motivation’s influence on behavioural change adoption
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School of Engineering |
Master's thesis
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en
Pages
104
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Abstract
This thesis examines the roles that capability, opportunity and motivation play in influencing behavioural change in relation to adopting innovative forms of micromobility, in this case the velocar. The velocar is a small vehicle, which is powered by pedalling activating a small electric motor which propels the vehicle forward, similar to an e-bike. The velocar, however, differs considerably from a traditional e-bike as it is an enclosed vehicle, offering weather protection for the user as well as offering storage space for larger items. As a result, the velocar, takes on the appearance of a microcar. This study examines a vehicle called the HOPPER, a velocar produced by HOPPER-Mobility in Germany. The HOPPER fundamentally aims to provide an alternative to private motor car which continues to dominate the mobility system of many cities worldwide which brings about issues such as congestion and air pollution. The velocar attempts to tackle this by offering users the best of both worlds, a vehicle that provides both the benefits of a bike a long with the benefits of a car. If the mobility transition which is being pushed by policy makers is to be successful, it is important that a range of alternatives are made available. This can encourage people to move away from their cars and towards more environmentally friendly and space efficient micromobility modes instead. The velocar has the potential to be part of this solution, given that it offers weather protection as well as the ability to transport large items and passengers. Nonetheless, knowledge regarding the drivers for citizens behavioural change toward adopting velocars is still limited. Against this background and inspired by the COM-B framework, as well as established barriers and enablers to micromobility, a survey was designed to analyse drivers behind velocar adoption. The survey garnered 142 respondents which were analysed to create a final model to show the factors behind willingness to adopt and use the HOPPER. These responses came predominantly from those interested in the velocar. Almost three quarters of respondents were male and 82% of them resided in Germany. As well as this the sample displayed a strong degree of willingness to adopt innovations in the early stage of diffusion. This analysis showed a direct and significant link between automatic motivations, i.e. emotional response towards the vehicle, as well as a significant indirect link between capability and reflective motivations and all five types of behavioural change assessed. The results of this study therefore provide an insight into the adoption and use of micromobility modes at the earliest stages of diffusion. At the time of this study, the HOPPER attracts interest mostly from those open to being the first adopters of a new type of vehicle. This group of people are driven mostly by their emotional response to the vehicle, showing that is the main factor that will ultimately influence their decision to adopt and use the vehicle. Looking at this result, it can be said that the adoption of innovative forms of micromobility is initial driven by emotion. Therefore, if policy makers and manufactures aim to get the velocar through the initial stages of adoption, it is of utmost importance that they ensure that potential users have a positive emotional response to the vehicle. If this can be achieved, a solid foundation can be created for the velocar to establish itself in our cities’ mobility systems and further push the mobility transition.Description
Supervisor
Mladenovic, MilosThesis advisor
Rasouli, SooraWeber, Sebastian