Motivations for Riding E-bikes in Bratislava

Bc. Adam Petras

Faculty of Social and Economic Sciences

Comenius University in Bratislava

Content

lE-bikes and Social Anthropology

lResearch

lConclusion

lDiscussion

Social Anthropology and E-bikes

lEcological courses deal mostly with theories,

implementations (top-bottom approach)

lLack of ethnographic evidence (participatory observation and

semi-structured interview)

lHow to observe processes of energy transition

(''Energiewende'') using ethnographic methods?

Graph I – Market of E-bikes in Germany

Graph II – E-bikes' Market Share of

European countries (2014)

Hodnotový obrat

E-bikes as a part of a ''Wertewende'' phenomenon in Germany

E-bikes

Electric Vehicles

Energy Transition (''Energiewende'')

Value Transition(''Wertewende'')

lResearch

Basic Information about the Research

l It was done during the ''Field Research I'' course tutored by Danijela Jerotijevic (Faculty of Social and Economic Sciences, Comenius University in Bratislava)l

l The research was done at a e-bike shop in Bratislava during WS 2015

l 2 key + 5 subsidiary informantsl

Research Questions

l What are the motivations of e-bike shop sellers

l for selling and using them?

l Are the reasons ideological (ecological), or

l pragmatical (e.g. a rider ''does not sweat'',

l health issues)

Research Methods

l Participatory observations at the e-bike shop

l Semi-structural and informal interviews

l Observations on the e-bike shop's website

l Observations on a social network fan-page of

l the shop

Website of the E-bike Store

l Description of the shop on its website:

“This project and a brand XY was created as a consequence of a effort to provide experience and positive emotions from doing sport“

“Our incentive is to enable to our costumers better and more full-valued and enjoyable opportunity to move. Moreover, we would like to encourage people to use new smart technologies and new high-quality products.”

In-depth Interviews and Related Questions

l13 questions in three categories:

l1. motivations and genesis of riding e-bikes (''how and where did

you get to know the e-bike technology?'' ''why do you cope with

them?'')

l2. using and property of e-bikes (''how often do you ride an e-

bike?'' where do you ride it? ''do you own any?'')

l3. application of ecological values in ordinary life (''what sorts of

another green activities do you practise?'' ''do you separate trash?''

''do you eat organic food?'')

l Two key informants:

l ''Martin'' - customer service l

l worked before as a customer service at a sport l store - change a job l

l does not own an e-bike - test rider at a shop -l special ecological activity except of separating paper and PVC materials

Informant I

Informant II

''Peter'' - ''CEO of the store and soul of the company''

l from electric cars to e-bikes – passionate about riding bikes and bicycles – health troubles – e-l bikes as an alternative - setting up l business at that time - crucial role in setting up an e bike shop

l 5 times per week – not taking a shower - no

l other ecological activity (separating trash)

Social Network Fan Page

Posts, which are not in accordance with modern

green ideology

1. example: woman sitting on a bike and wearing a

miniskirt ''spring is coming'' (sexual objectification of

women vs. gender equality)

2. example: roasting a bacon at a fireplace in

nature (eating meat vs. vegetarianism and

veganism)

Not in accordance with modern green ideology

Data Analysis

l Looking for green patterns in e-bikes riding in

ordinary lives' activities

l No evidence of green patterns

l Changing a job position in case of Martin and

l setting up business, health issues and the ''not l taking a shower issue'' in case of Peter

Conclusion

l New lights on e-bike users

l New perspectives for e-bike sellers on how to

l better target e-bike costumers

Discussion

l Questions? Comments? Suggestions?

l What do you think about connection

l between social anthropology and e-bike?

Sources

Stavrakakis, Y. (1997). Green ideology: A discursive

reading. Journal of Political Ideologies, 2(3), 259-279.

statista.com. (n.d.,(a)). Retrieved April 10, 2016 from

the de.statista.com:

http://de.statista.com/statistik/daten/studie/152721/umfra

ge/absatz-von-e-bikes-in-deutschland/

statista.com. (n.d.,(b)). Retrieved April 10, 2016 from

the de.statista.com:

http://de.statista.com/statistik/daten/studie/244000/umfra

ge/neuzulassungen-von-elektroautos-in-deutschland/

Observations and Interviews

Thank you for the Attention!