Consumer purchase response to e-bike incentives: Results from a nationwide stated preference study

Abstract

Electric bike (e-bike) incentives are gaining popularity to increase ownership of e-bikes, with goals of increased mobility while reducing emissions. This study is among the first to experimentally analyze prospective purchase behavior of e-bike consumers to assess price sensitivity, behavioral response to incentives, and consumer value of e-bike attributes. We present results of a nationwide (20 cities) stated-preference survey and find e-bike incentives are powerful levers to shift behavior. Different incentive mechanisms have different behavioral utility. Point-of-purchase discounts are the most influential at shifting behavior, followed by tax credits, then mail-in rebates. Point-of-purchase discounts are 30% more effective than mail-in rebates. Across point-of-purchase scenarios, the average inframarginal cost of an added e-bike purchase is $4252 (range $3719 to $4799). Income-based schemes that are often aimed at increasing equity result in cost-effectiveness trade-offs. Policy makers should evaluate the investment in e-bike purchase incentives across benefits from added e-bike ownership that include not only greenhouse gas reductions, but also health benefits, increased mobility, travel affordability, safety, and congestion reductions.