eHUBs—Identifying the potential early and late adopters of shared electric mobility hubs

Gustav Bösehans*, Margaret Bell, Neil Thorpe, Fanchao Liao, Gonçalo Homem de Almeida Correia, Dilum Dissanayake

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)
50 Downloads (Pure)

Abstract

Shared electric mobility hubs, or eHUBs, offer users access to a range of shared electric vehicles on demand. However, little is currently known about what the characteristics of potential users of this novel type of shared mobility are. This makes it difficult to plan the location of hubs and to provide facilities, which ultimately will determine their success. This paper therefore seeks to identify potential users based on an in-depth case study of a representative sample of the Municipality of Amsterdam population. The analysis employed an attitudinal market segmentation approach supported by the Theory of Diffusion of Innovations (DOI). The analysis identified four specific target groups, each with a different propensity to use eHUBs in the future. In our sample, two groups expressed an interest in using eHUBs. The first group consists of highly educated and non-car owning young adults (19% of the sample), whereas the second group shows a higher level of car ownership and a greater number of households with children (69% of the sample). The two remaining groups comprise the majority of laggards (52%), despite only representing 12% of the sample. They tend to be older, less educated, and live in a household without children. The four groups are further distinguished based on their current shared mobility use, traveler identity, and perceived barriers to using shared electric vehicles. Finally, general recommendations to practitioners and policymakers to increase the uptake of shared mobility, including paying attention to the availability, cost, and convenience of shared mobility options, are provided.

Original languageEnglish
JournalInternational Journal of Sustainable Transportation
Early online date16 Dec 2021
DOIs
Publication statusE-pub ahead of print - 16 Dec 2021

Bibliographical note

Funding Information:
This work has been supported by the EU-funded eHUBs project (Sponsor: INTERREG NWE, Project number: NWE 826). The project sponsor neither had any direct involvement in the conduct of the research nor in the decision to submit the article for publication. Ethical approval for this study was obtained from the SAGE Ethics Committee based at Newcastle University (Ref: 18251/2019) and informed consent was obtained from all participants. Finally, we would like to thank the City of Amsterdam, Hogeschool van Amsterdam (AUAS | Psychology for Sustainable Cities), and Transport for Greater Manchester, for their support in recruiting a representative study sample and providing feedback on early draft versions of the online questionnaire, amongst others.

Publisher Copyright:
© 2021 Taylor & Francis Group, LLC.

Keywords

  • Consumer adoption
  • diffusion of innovation
  • electric mobility
  • mobility hubs
  • shared mobility

ASJC Scopus subject areas

  • Environmental Engineering
  • Civil and Structural Engineering
  • Geography, Planning and Development
  • Renewable Energy, Sustainability and the Environment
  • Automotive Engineering
  • Transportation

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