It’s all about the price tag: Explorative evidence of adoption of mul...

Transportation accounts for almost a quarter of all global energy-relatedgreenhouse gas emissions. A promising way to reduce emissions from passengertransportation isMobility-as-a-Service (MaaS) in which, typically, different kinds of transport servicesare combined in a single offering to reduce or substitute individual car usage.Several MaaS-related pilot programs have been implemented and tested acrossEurope and beyond (e.g., USA, Australia, UK). However, we still lack scientificresearch, especially regarding consumer preferences for configurations of such multimodalmobility packages. Building on previous work in that field, we conducted achoice-based conjoint experiment with Austrian citizens (N = 590) toinvestigate the impact of different multimodal mobility package features onpurchase intention. Our results show that package price is the most importantattribute, followed by which forms of transport services are included in the offer,transfer time between different transport modes, and reachability. Transferabilityand allotment expiry seem to be “nice-to-have” rather than “must-have”attributes, which is also reflected in the willingness to pay for thesefeatures. Further, we identified potential customer segments based on the preferencedata elicited in the conjoint experiment. We discuss implications of our findings for future research as well as forpractitioners and policymakers.