Özdemir, FerihaSaid, Christophe2024-04-242024-04-242018https://irf.fhnw.ch/handle/11654/42948The automobile path dependency results in a mobility trap. Development towards new mobility is a social change. This paper presents a research project with the goal of creating an electromobility framework in an urban, rural structured area with a high automobile dependency. We work with the contextual-relational to develop a service innovation process in a network of companies and the city council. Changing the mobility culture takes time and is unlikely, but becomes possible by redesigning the context of mobility. The major results of our field study focus on two central factors: the mental approach to mobility options and the infrastructural conditions. The user acceptance of electromobility plays a key role in terms of new mobility. The probability of rational justified change is lower than that of raising the emotional perception by using and testing electromobility with positive effects on its social acceptance. Users share positive emotions, as we know from crowd research.en330 - Wirtschaft04B - Beitrag Konferenzschrift