Integrating Environmental Value Into Mobility‐as‐a‐Service: Behavioral Insights for Sustainable Mobility Strategy

Mobility‐as‐a‐Service (MaaS) offers an integrated solution for sustainable urban transport. However, user adoption remains limited, and individuals' valuation of environmental performance is poorly understood. This study empirically examined sustainability‐oriented preferences in MaaS adoption using a stated‐preference choice experiment and a mixed logit model. From data collected from potential users, we estimated willingness to pay for diverse attributes, including demand‐responsive transport and CO 2 reduction. Results indicate that while users assign positive utility to environmental performance, this effect is considerably weaker than preferences for convenience and cost. CO 2 reduction ranked lowest in marginal willingness to pay and became nonsignificant for long‐distance routes. This demonstrates that nonenvironmental factors primarily drive adoption. These findings offer a critical policy insight. Achieving decarbonization goals through MaaS requires strategic interventions, such as bundling environmental objectives with tangible personal benefits, rather than relying solely on users' environmental goodwill.