Evaluating Mobility as a Service for sustainable travel among young adults

Abstract

This study explores the potential of Mobility as a Service (MaaS) to shift university graduates away from private vehicles and towards public transport and shared mobility services. The delay in young adults obtaining their driver's license, and the adoption and use of information and communication technologies, can cause a shift in preference towards public transport and shared mobility services. Using Ajzen's Theory of Planned Behaviour, a discrete choice experiment and semi-structured interviews, the underlying factors influencing graduates’ travel choices as they transition to the workforce were explored. The results show how the uptake of MaaS in the current market is optimistic given the relative appeal of its cost, time, and flexibility. Overall, the flexible multimodal characteristics of MaaS need strengthening if it is to reduce car-based commuting among new graduate employees.