Communication Strategies Influencing the Adoption of Electric Motorcycles among Bodaboda Operators in Nairobi County

Abstract

This study explored communication strategies influencing the adoption of electric motorcycles among bodaboda operators in Nairobi County. The bodaboda sector is central to Kenya’s urban transport system and contributes significantly to the national economy. Despite the potential environmental and economic benefits of electric motorcycles, their adoption among operators in Nairobi County remains low. While existing literature often highlights affordability and infrastructure as barriers, this study emphasized communication strategies and how they shape perceptions and influence adoption decisions. Guided by three objectives, it examined the strategies in use, how stakeholders applied them, and operators’ perceptions of their influence on adoption. Technological Acceptance Model and Diffusion of Innovations Theory informed this study. Using a qualitative exploratory design, data were obtained from 32 bodaboda operators through focus group discussions (FGDs) across three wards in Kibra Constituency and 7 key informants through in-depth interviews from sector stakeholders who were purposively sampled. The study found mass media campaigns, demonstrations, sensitization forums, road shows, and media platforms as the primary communication strategies employed by various stakeholders to influence adoption. Thematic analysis showed that while multiple communication strategies were applied, their effectiveness varied widely. Demonstration-based approaches generated the strongest interest, while peer networks remained the most trusted, though they transmitted both positive and negative experiences equally. Operators perceived economic messaging on costs, financing, and reliability as more persuasive than policy or environmental appeals. However, findings revealed weak coordination among stakeholders, limited campaign coverage, and underutilization of digital communication channels, leaving significant information gaps. The study concludes that adoption decisions are shaped less by policy incentives and more by communication approaches that align with operators’ socio-economic realities. Enhancing localized, participatory and feedback-driven communication that leverages trusted peer networks and emphasizes practical benefits is essential for accelerating electric motorcycle uptake in Nairobi’s bodaboda sector.