The green microalga Haematococcus pluvialis accumulates astaxanthin, a potent antioxidant pigment, as a defense mechanism against environmental stresses. In this study, we investigated the technical feasibility of a stress-based method for inducing astaxanthin biosynthesis in H. pluvialis using electric stimulation in a two-chamber bioelectrochemical system. When a cathodic (reduction) current of 3 mA (voltage: 2 V) was applied to H. pluvialis cells for two days, considerable lysis and breakage of algal cells were observed, possibly owing to the formation of excess reactive oxygen species at the cathode. Conversely, in the absence of cell breakage, the application of anodic (oxidation) current effectively stimulated astaxanthin biosynthesis at a voltage range of 2–6 V, whereas the same could not be induced in the untreated control. At an optimal voltage of 4 V (anodic current: 30 mA), the astaxanthin content in the cells electro-treated for 2 h was 36.9% higher than that in untreated cells. Our findings suggest that electric treatment can be used to improve astaxanthin production in H. pluvialis culture if bioelectrochemical parameters, such as electric strength and duration, are regulated properly.