Willingness to pay for Mobility-as-a-Service (MaaS) bundles among university communities

Public transport-based Mobility as a Service (MaaS) bundles can support more sustainable home-university commuting, encouraging a modal shift from private cars. This paper investigates university members’ Willingness to Pay (WTP) for multimodal MaaS bundles and the factors influencing adoption intentions. A survey of 1,873 respondents from Politecnico di Milano (Italy), including faculty members, technical-administrative staff and students, was analysed using aggregate statistics and discrete choice models. Results show that respondents with a public transport pass report significantly higher WTP than non-subscribers, while those living farther from the city centre are willing to pay more than inner-city residents. Bundles combining public transport with reserved car parking and car sharing achieve the highest WTP across user groups. Sociodemographic variables have limited overall effects, mainly explaining heterogeneity, whereas current travel habits strongly shape WTP. Findings highlight the potential of well-designed MaaS bundles to foster sustainable commuting behaviour.