URBE Conference 1 and 2 October 2015 Rome, Italy Applying a behavioral change model to the adoption of freight electric vehicles: Lessons for effective instruments Susanne Balm Project leader E-mobility & City Logistics Amsterdam University of Applied Sciences Co-authors: Jop Spoelstra (Technolution, Netherlands) Hans Quak (TNO, Netherlands) URBE Conference 1 and 2 October 2015 Rome, Italy

Amsterdam university of applied sciences Based in Amsterdam, The Netherlands 50,000 students and 3,600 employees 80 bachelor and master programmes Practical orientated research addressing real-life challenges Close collaboration with both academics and professionals A joint Executive Board with the University of Amsterdam The AUAS trains the professionals of tomorrow. The AUAS consists of seven schools. We have a total of 43,000 students and offer a total of 80 bachelor and master programmes. Practical orientated research is an important component of the educational programmes offered by AUAS. Our research always addresses a real-life world problem from the professional field, and we conduct the research in close collaboration with both academics and professionals working in the particular discipline. We have a joint Executive Board with the University of Amsterdam (UvA) and our close cooperation with the UvA is particularly valuable for research purposes.

Research program urban technology Technologies for a sustainable, liveable and connected city Urban analytics Smart Mobility & Logistics Smart Urban Design Smart Energy Systems Circular Design and Smart Production The research program Urban Technology combines expertise from the field of logistics/mobility, urban design, energy systems and circular design and smart production to build multidisciplinairy projects. Next, we have experitse from urban analytics and business models to strenghten our research. Approx 60 people (35 FTE) work for the research program Urban technology, led by 9 professors. Business Models

We support public and private organizations in their ambition towards zero-emission city logistics

Why? Noise Vibrations Air pollution Congestion I will adderss noise and air pollution a bit more in the next two slides Air pollution Congestion

Air pollution Share of trips Contribution to NOx

Noise pollution: “A modern plague” Elevated noise levels can cause: Hypertension Sleep disturbance Stress Increased workplace accident rates Aggression and other anti-social behaviors

How to support the uptake OF EFV? POLICY Give exemeptions to electric vehicles Prohibit use of conventional vehicles SUPPLIERS EFFORT Allow a trial period, to get familiair with the use JOINT COMMITMENT Green Deal Zero Emission City Logistics Projects for knowledge and implementation PROCUREMENT Sustainable transport as selection criteria

CLEANING LOGISTICS FLEET SEEMS CRUCIAL but goes slowly Many incentive programs exists But, behavioral aspects of the target group are often left out of scope Research on the preconditions for EFV uptake from a non-users’s behavioural perspective is lacking We have taken the potential adopter as the center of our research Use of behavioural change model (Balm, 2000) and innovation theory of Rogers (1961) First a personal example ….

1. Awareness 2. Understanding 3. Willingness 4. Ability Who is aware of challenges that cities face with air and noise pollution? 1. Awareness Who knows how the environmental impact of motorized traffic can be reduced? 2. Understanding Who prefers to use zero emission vehicles? 3. Willingness Who is able to use zero emission vehicles, for example to go to work? 4. Ability Who uses zero emission vehicles (on occasion)? 5. Implementation Who only uses zero emission vehicles? 6. Confirmation Based on Balm (2000)

Rate of adoption The speed of adoption, depends on different determinants. And hence, can be influenced in different ways (Rogers, 1961): Perceived attributes (A-F) Type of innovation decision (G) Nature of the social system (H) Communication channels (I) Promotion (J)

Perceived attributes A. Relative advantage B. Compatibility C. Complexibility F. Network effects E. Observability D. Triability

G. Type of innovation decision Individual Group Authority

H. Nature of the social system

i. Communication channels

j. Promotion efforts

DETERMINANTS FOR THE RATE OF ADOPTION BEHAVIORAL PHASE DETERMINANTS FOR THE RATE OF ADOPTION

Use of the framework Assist suppliers, policy makers, experts and opinion leaders in their ambition to increase the uptake of EFV Show how efforts and target groups should be managed to increase the effectiveness of governmental, commercial and research spending

Examples

Concluding remarks National and EU research and demonstration projects contribute to the awareness and understanding phase Development and dissemination of knowledge and experiences Enable observability and triability Purchase funding enables preliminary implementation “Real-world” ability and willingness should receive special attention in these projects Organization that have embedded sustainable transport in their business values show succesful adption and confirmation The influence of the social system is still limited outspoken preference for sustainable transport among public authorities and in B2B and B2C market is needed for confirmation