Are They All Equal? Uncovering Adopter Groups of Battery Electric Vehicles

Lukas Burs, Ellen Roemer, Stefan Worm and Andrea Masini
Additional contact information
Lukas Burs: Hochschule Ruhr West, P.O. Box 100 55, 45407 Mülheim an der Ruhr, Germany
Ellen Roemer: Hochschule Ruhr West, P.O. Box 100 55, 45407 Mülheim an der Ruhr, Germany
Stefan Worm: BI Norwegian Business School, P.O. BOX NO-0441 Oslo, Norway
Andrea Masini: HEC Paris, 1 rue de la Libération, 78351 Jouy-en-Josas CEDEX, France

Sustainability, 2020, vol. 12, issue 7, 1-16

Abstract: Battery Electric Vehicles are regarded as highly important to reach environmental goals, such as CO 2 savings in the transport sector. Despite governments making strong efforts to encourage their adoption and diffusion, sales still remain at a notoriously low level. One of the reasons may be the lack of a deeper understanding of the differences among potential adopters of Battery Electric Vehicles. To close this research gap, the authors segment adopter groups in a new way. They simultaneously use preferences for product attributes and personal characteristics to identify and characterize adopter groups of Battery Electric Vehicles. In this way, adopters can be effectively segmented, uncovering a more precise picture of adopters’ needs. Moreover, the authors introduce a three-step-procedure combining inputs from an adaptive choice-based conjoint experiment with a questionnaire. This approach can be used to segment adopter groups of other eco-innovations, as well. Based on three adopter groups of Battery Electric Vehicles (Utilitarian Savers, Performance Seekers, and Green Technologists), the authors develop tailored measures for decision-makers in policy and management to foster the adoption and diffusion of Battery Electric Vehicles.

Keywords: innovation; adoption; diffusion; battery electric vehicles; segmentation; adopter groups (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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