Modeling Consumer Decision in Response to Knowledge-based Multi-modal Transportation

The need for sustainable mobility has become increasingly critical given the increase in global anthropogenic CO₂ emissions and congested cities. In the meantime, there is a palpable shift in the lifestyle and preference of the younger generations in the US away from car ownership in favor of mobile communications and transit, while the information technology continues to evolve, to the point that real-time information in transportation is becoming increasingly sophisticated and readily available. This project studies the potential impact of this technology in the mode choice decisions of consumers, represented by the students at the University of Michigan. Car and transit were considered, the latter encompassing multi-modal transportation as well. A reference mode representing bicycle and walking was also included. The conjoint survey results indicate that, while travel cost and travel time remain the key factors in consumer’s mode choice, real-time information can play a major role in influencing mode choice when there is a balance between the utilities of the major attributes of the different travel modes. A latent-class model for the five-mile trip survey also reveals a small but distinct subgroup comprised mostly of male students with stronger concern for safety, who favor choices of transit and bicycle. The results indicate the importance of explicitly considering the role of younger generations in developing projections for future sustainable mobility.