Millennials and automated mobility: exploring the role of generation and attitudes on AV adoption and willingness-to-pay

ABSTRACT

Results from a recent travel behavior survey are used to examine the impacts of generational and attitudinal factors on autonomous vehicle (AV) adoption and willingness to pay (WTP). Initial exploratory data analysis confirmed generational differences in various aspects of travel behavior. A structural equation model (SEM) was developed to capture the causal effects of different variables on AV adoption/WTP. In particular, Interaction effects with generational cohorts were analyzed. Generally, it could be inferred that WTP significantly and positively affects adoption levels, so do technology savviness, the desire for driving assistance/higher safety features, and mobility for non-drivers. The WTP is also affected by income, employment status, and previous technology experience. Further, our model suggests that millennials who appreciate the on-demand aspect of AVs are more likely to adopt a fully or partially automated vehicle. The middle-aged cohort (35–39 years old) as well as transit-user millennials are likely to have higher WTP values.

KEYWORDS:

• Autonomous vehicles
• generational effects
• millennials
• attitudinal factors
• willingness to pay
• structural equation model

Disclosure statement

No potential conflict of interest was reported by the author(s).

Table A1. Exploratory factor analysis loadings with varimax rotation

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Table A2. Full list of the variables used in the model

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