The future of sustainable mobility: User preferences and adoption of sustainable mobiliy in Upper Austria

Abstract

The mobility sector is undergoing a significant transformation due to technological innovation, changes in consumer behavior, and the evolution of regulatory frameworks. This study investigates the application of sustainable mobility solutions including car sharing, carpooling, and Mobility as a Service (MaaS) in the region of Upper Austria, an area characterized by environmental ambitions, economic constraints, and unevenly developed infrastructure. Although there is growing social interest and political incentives have been implemented, private car use remains predominant, and the shift to shared mobility is hampered by socioeconomic and geographic differences, lack of infrastructure, and trust issues. This research takes as its starting point the use of a user-centered approach to understand mobility as an integrated ecosystem, emphasizing intermodality and interactions between different modes of transport. Based on the data obtained from the surveys, the study describes the main motivating factors and barriers that influence respondents' preferences when adopting sustainable mobility options. The results show how affordability, flexibility, environmental awareness, and accessibility determine adoption decisions, while barriers such as infrastructure limitations and skepticism toward shared mobility platforms limit the adoption of sustainable mobility alternatives. The results are intended to help car manufacturers, mobility providers, and policymakers by providing useful information to assist them in designing public strategies for sustainable mobility and social inclusion aligned with the Sustainable Development Goals (SDGs) and the European Green Deal.

Date of Award	2025
Original language	English
Supervisor	Roman Mesicek (Supervisor)