Data-Driven Innovations for Sustainability: In the case of the electric vehicle and vehicle-to-grid equipment bundling
Michael Thelen (2023): Data-Driven Innovations for Sustainability: In the case of the electric vehicle and vehicle-to-grid equipment bundling
This research aimed to bring a user-view to a prospective sustainable mobility innovation, namely that of a product bundle of an electric vehicle and vehicle-to-grid equipment. This is with the view that pairing complementary innovations are necessary to increase the value proposition for stakeholders within an ecosystem. By harnessing theoretical insights from innovation ecosystems, business model innovation, and the Technology Acceptance Model, the aim of this study was to quantify an Austrian sample’s interest in and willingness to buy an electric vehicle and a product bundle of an electric vehicle and vehicle-to-grid equipment. The method utilized was a quantitative online survey which gauged the sentiments of 144 Austrian residents in November 2022. The main findings are as follows: (1) the product bundle’s environmental risk reduction was shown to bring the most added value of the bundle; (2) there is a statistically significant difference between interest in a standalone EV and interest in the bundle, with less interest in the bundle; (3) there is a statistically significant difference between willingness to buy a standalone EV and willingness to buy the bundle, with less willingness to buy the bundle; (4) willingness to buy was lower than interest in both a standalone EV and the bundle; (5) there was generally a relative invariance with regard to the effect of independent variables measured; (6) the extent to which one identifies as an ethically-minded consumer was seen across many indicators to possess a significantly positive effect on the values measured.