The road ahead for autonomous vehicles in developing countries; A study of willingness to use and pay

• Trust, tech experience, and demographics drive AV use in Iran. • Economic and environmental awareness boosts AV payment willingness, but costs and infrastructure limit adoption. • Data-sharing support aids AV use, but privacy concerns demand clear policies. Autonomous vehicle (AV) technology is rapidly advancing and is expected to significantly impact the transportation industry. However, various factors, including consumer attitudes, awareness levels, economic costs, and existing infrastructure, influence the adoption of this novel technology. This research investigates the willingness of Iranians to use and pay for AVs. To this end, Structural Equation Modeling (SEM) was employed to analyze data collected from 432 residents in Tehran. The findings reveal that factors such as trust in technology, safety concerns, prior experience with automated driving systems, and demographic characteristics (age, education, income) have a significant impact on the willingness to use (WTU) AVs. Furthermore, it was found that individuals with greater awareness of the economic and environmental benefits of this technology exhibit a higher willingness to pay (WTP) for it. Conversely, high costs and a lack of suitable infrastructure are significant barriers to the adoption of such vehicles.