Abstract Achieving sustainable urban mobility requires shifting travelers toward public transport. However, policies often assume uniform preferences, leaving a critical gap in understanding how different travelers prioritize mobility factors. To address this, the study examines behavioral heterogeneity among urban travelers using a data-driven clustering approach based on the relative importance assigned to cost, comfort, environmental sustainability, and flexibility. Using data from 698 respondents in the Asprela area of Porto, Portugal, a mixed-use district combining universities, hospitals, and commercial facilities, the study applies principal component analysis (PCA) and K-means clustering to derive distinct traveler profiles. Unlike segmentation based solely on socio-demographics or observed mode choice, this approach groups individuals according to their underlying value structures. Six clusters were identified, ranging from car-dependent, comfort-oriented users to environmentally conscious and low-engagement groups. The findings show that one-size-fits-all policies are unlikely to address behavioral diversity effectively. Building on these insights, the study proposes tailored and cross-cutting policies to enhance the attractiveness of public transport and promote sustainability. By uncovering latent preference structures, the study contributes to more inclusive and value-informed mobility planning.
Mahani et al. (Wed,) studied this question.