Background and Objective of the Study
Cycling is seen as a sustainable way of traveling and as a factor contributing to a more active and healthy lifestyle. In Germany, politicians aim to promote cycling in various contexts and have installed measures to do so. In November 2012, it was decided that the company car privilege – the so-called 1% tax rule – applies to bicycles and e-bikes. Since then, German companies can participate in the bicycle-leasing program that allows their employees to purchase bicycles for both business and private use and to save up to 40% compared to the list price of a bicycle. Until July 2017, about 200,000 employees have leased bicycles via the program in Germany. However, it is largely unknown what factors determine whether employers and employees adopt the bicycle-leasing program or not. Research on the adoption of the bicycle-leasing program is relevant to help our society (including companies) achieve the sustainability goals by informing relevant stakeholders about the adoption process; and to help employees increase their health by facilitating drivers and lowering barriers.
Design and Results
In the case study, the authors analyzed relevant documents as well as interviewed 22 employer representatives and 22 employees. The interviews were recorded, transcribed, and paraphrased before the abstracted text was reduced to categories. Central findings were elaborated applying a qualitative content analysis. Informed by Diffusion of Innovations Theory, various determinants at both the organizational and the individual level were identified: relative advantage, compatibility, complexity, trialability, observability, and involvement of key stakeholders, as well as their counterparts (barriers and drivers, respectively). At the individual level, seasonal effects were explored further with spring (towards summer time) as a driver and autumn (towards winter time) as barrier. According to interviews with informants, the adoption of the program led to changes in how companies promoted cycling within their company and to changes in the mobility behaviors of their employees (when commuting to work and/or in their private life).
Implications
The study informs companies about drivers and barriers at both the organizational and the individual level so that they can act in more sustainable ways (e.g., reduce emissions from commuting employees) and develop target-group specific programs for their employees (e.g., highlight or extend financial benefits). Employees who mention concerns about the high complexity of the program may be convinced via campaigns that increase ease of use of the program (e.g., informing via the intranet, providing personal support, installing bicycle-friendly infrastructure), or via allowing collaborations between stakeholders depending on the needs of the employees (e.g., including bicycle shops or allowing leasing companies to explain the program during important meetings with staff). German leasing companies may particularly take into account a clear communication and explanation of the leasing concept and a simple outline of the tax law when they want to promote the concept to potential customers.
Contact
Chair of Sport and Health Management
Prof. Dr. Jörg Königstorfer
Secretary: Mirjam Eggers
Uptown Munich Campus D
Georg-Brauchle-Ring 60/62
80992 Munich
Germany
Phone: +49.89.289.24559
Fax: +49.89.289.24642
info.mgt@sg.tum.de