Generational differences in the preferences for MaaS bundles

Mobility as a Service (MaaS) helps facilitate the shift toward sustainable travel behavior by integrating different modes into one service. Current study reveals the disparities in the adoption of MaaS bundles and the preferred services in the bundles across generations. Latent variables related to intermodality and pro-environmental behavior are introduced to the choice modeling. A stated choice experiment is conducted, and the data are analyzed by using the mixed logit model with integrated choice and latent variables. All generations share similar attitudes toward intermodality, but more noticeable differences in their views on environmental concerns, with Baby boomers tending to be more concerned about environmental impacts. Differences are found among generations, such as Gen Z shows more positive attitudes toward MaaS bundles than other age groups. Furthermore, older generations are not interested in bundles containing shared mobility services. Travelers who indicate high environmental awareness and positive intermodal behavior are more likely to purchase MaaS bundles. This study highlights the importance of designing MaaS bundles that consider travelers' heterogeneity based on generations thus supporting a wider uptake at group level.