Research question: To examine what aspects affect some consumers to avoid e-bikes and others to desire them.

Purpose: The main purpose of this study is to see if e-bikes have a symbolic value. We aim to see if e-bikes is associated as an environmentally friendly product. We will examine stereotypes and brand avoidance. Further we will see what attributes consumers associate with typical users of e-bikes.

Theory: To test our research question we chose our main theory of the matching process between self-image and typical user. Prior studies on e-bikes in areas as typical users and environment were analyzed. Previous studies on e-bikes were analyzed in areas such as environment and typical users.

Methodology: A survey was made on two groups who are underrepresented in sales of ebikes. Students aged 21-30 and cycling enthusiasts.

Results and conclusions:

• We found that e-bikes have symbolic value.

• Many respondents perceive e-bike users as environmentally friendly, comfortable and lazy.

• E-bikes being perceived as environmentally friendly can be a pre-purchase indicator for students, but not for cycling enthusiasts

• Different groups of students have conflicting user imagery, one group describe e-bikers as lazy, and another group describe e-bike users as healthy

• The stereotype that e-bike users are old is not very frequent

• Viewing e-bike users as lazy influences impacts the perceived value and are likely to lead to brand avoidance