User Acceptance of Electromobility

User acceptance of electromobility

Live green while driving! This slogan represents the case of electromobility, a new innovative product that offers an alternative day-to-day mobility solution. Electromobility is for example a vehicle powered by electricity as opposed to the conventional vehicles powered by the fuel. This type of vehicle allows us to make better and environmentally conscious decisions.

Customer has to consider many different factors while making a purchase decision of a vehicle. Normally these factors are: brand of the car manufacturer, color of the car, innovativeness and power of the engine. Of course, other features, such as size and type of the vehicle can also play a role in the decision making process.

To purchase an electric vehicle a customer has to consider many more aspects of this innovative product than by a conventional vehicle. For once, the infrastructure of the charging stations is at its beginners phase and is still underdeveloped in many countries. Secondly, the price of the electric vehicle for the same brand is significantly higher than the one for conventional vehicle. Furthermore, the range of the electric vehicle is too limited. A typical range of an electric vehicle is around 150-200 km. On the other hand, the decision to purchase an electric vehicle will be easy especially for those customers, who live green. It is widely known that driving an electric vehicle a massive amount of carbon footprint can be reduced. This is, however, a strong argument for many consumers as well as governments. Thus, many European and international countries are currently pushing the policy of electromobility to cut emission of greenhouse gases. Apart from the environmental benefits associated with the electric vehicle, many countries reduce the purchase taxes.

Yet, reality shows that the purchase decision of electric vehicles among regular customers is not that successful. This can