Fostering the adoption of electric vehicles by providing complementary mobility services: a two-step approach using Best–Worst Scaling and Dual Response

AbstractThere is a substantial gap in research regarding the adoption of electric vehicles as a strategy to remedy the climate problem and reduce oil consumption by integrating complementary mobility services. To address this gap, we employ a two-step approach utilizing a hybrid stated preference method. Study 1 uses Best–Worst Scaling and identifies the top three complementary mobility services consumers would prefer with an electric vehicle. Study 2 applies Dual Response and analyzes the importance of these three services relative to other technological and economic factors of electric vehicles. Our results offer evidence that complementary mobility services may significantly foster electric vehicle adoption . Moreover, low purchase prices are less important than low recurring costs, such as electricity costs. Finally, a segmentation strategy may be fruitful because, e.g., men are more attracted by technological advantages than women and elderly consumers have a higher preference for services that offer convenience.