The Psychology of e-bike Adoption: Insights for MBAs
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The Psychology of e-bike Adoption: Insights for MBAs
In recent years, e-bikes have become increasingly popular, with sales in the US growing by 72% between 2017 and 2018 (1). Despite this growth, e-bike adoption remains low, with only 1% of American adults owning an e-bike (2). Given the environmental and health benefits of e-bike use, understanding the barriers to adoption is critical for policy makers and businesses alike.
There are a number of psychological barriers to e-bike adoption. One is the “range anxiety” associated with electric vehicles, which refers to the fear of being stranded without a charge (3). This is a legitimate concern, as the average e-bike only has a range of 20-40 miles (4). However, range anxiety can be mitigated by planning ahead and understanding the limits of one’s e-bike.
Another barrier to e-bike adoption is the perceived cost. E-bikes can be expensive, with the average price of a mid-range e-bike being around $2,500 (5). This is a significant investment, and one that may be prohibitive for many people. However, the cost of e-bikes can be offset by the savings in gasoline and the health benefits of exercise.
A final barrier to e-bike adoption is the “stigma” associated with electric vehicles. E-bikes are often seen as being for “old people” or those who are not able to ride a regular bike (6). This perception is changing as e-bikes become more popular, but it is still a barrier for some potential riders.
Overcoming these barriers is critical to increasing e-bike adoption. Policy makers and businesses should consider these barriers when developing strategies to promote e-bike use.
(1) https://www.npd.com/wps/portal/npd/us/news/press-releases/2019/us-sales-of-electric-bicycles-grow-72-in-2018/
(2) https://www.peopleforbikes.org/blog/entry/new-peopleforbikes-research-e-bike-sales-doubled-in-2017-but-ad
(3) https://www.theguardian.com/sustainable-business/2017/apr/24/the-psychology-of-range-anxiety-and-how-to-overcome-it-electric-cars
(4) https://www.electrek.co/2017/04/26/electric-bike-range-anxiety-solution/
(5) https://www.wired.com/story/ebikes-are-finally-affordable/
(6) https://www.theguardian.com/sustainable-business/2017/apr/24/the-psychology-of-range-anxiety-and-how-to-overcome-it-electric-cars
There are a number of psychological barriers to e-bike adoption. One is the “range anxiety” associated with electric vehicles, which refers to the fear of being stranded without a charge (3). This is a legitimate concern, as the average e-bike only has a range of 20-40 miles (4). However, range anxiety can be mitigated by planning ahead and understanding the limits of one’s e-bike.
Another barrier to e-bike adoption is the perceived cost. E-bikes can be expensive, with the average price of a mid-range e-bike being around $2,500 (5). This is a significant investment, and one that may be prohibitive for many people. However, the cost of e-bikes can be offset by the savings in gasoline and the health benefits of exercise.
A final barrier to e-bike adoption is the “stigma” associated with electric vehicles. E-bikes are often seen as being for “old people” or those who are not able to ride a regular bike (6). This perception is changing as e-bikes become more popular, but it is still a barrier for some potential riders.
Overcoming these barriers is critical to increasing e-bike adoption. Policy makers and businesses should consider these barriers when developing strategies to promote e-bike use.
(1) https://www.npd.com/wps/portal/npd/us/news/press-releases/2019/us-sales-of-electric-bicycles-grow-72-in-2018/
(2) https://www.peopleforbikes.org/blog/entry/new-peopleforbikes-research-e-bike-sales-doubled-in-2017-but-ad
(3) https://www.theguardian.com/sustainable-business/2017/apr/24/the-psychology-of-range-anxiety-and-how-to-overcome-it-electric-cars
(4) https://www.electrek.co/2017/04/26/electric-bike-range-anxiety-solution/
(5) https://www.wired.com/story/ebikes-are-finally-affordable/
(6) https://www.theguardian.com/sustainable-business/2017/apr/24/the-psychology-of-range-anxiety-and-how-to-overcome-it-electric-cars
Sep 04, 2023
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