1. 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

2. 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.

3. 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

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

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

6. Air pollution
Share of trips
Contribution to NOx

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

8. 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

9. 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 ….

10. 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)

11. 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)

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

13. G. Type of innovation decision
Individual
Group
Authority

14. H. Nature of the social system

15. i. Communication channels

16. j. Promotion efforts

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

18. 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

19. Examples

20. 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