Can MaaS encourage travel behavior change? The role of cognitive, motivational factors in sustainable and pro-environmental choices

Although several pilot projects and trials have been conducted to assess the impacts of implementing Mobility as a Service (MaaS), researchers still have doubts about whether such a system can actually influence the travel preferences of car users. While much emphasis has been placed on exploring the organizational and structural challenges of MaaS, fewer efforts have been made to investigate the “human” factors that could play a role in the cognitive process leading individuals to switch from using cars to adopting MaaS. Therefore, in this paper, we aim to understand which features should be included in MaaS to effectively encourage car users to modify their travel behavior. Based on an analysis of past literature, which highlighted the influence of behavioral and cognitive variables (such as habits, attitudes, and pro-environmental factors) on people's decisions to adopt sustainable transportation modes, we propose some actions that could add value to MaaS. Specifically, we argue that MaaS should not only focus on the digitalization of transportation services but also on the effective integration of public and private, shared, and individual modes of transport, considering factors such as fares and the availability of services. Additionally, due to the significant role played by cognitive factors in individuals' travel behavior choices, we suggest that the implementation of MaaS should be accompanied by Travel Demand Management strategies, such as feedback programs, incentives, rewards, and so on, to encourage car users to intentionally choose sustainable and integrated transportation modes. In conclusion, the article suggests that MaaS has the potential to reduce private car usage, but more effort should be devoted to developing soft measures that help individuals perceive the added value that MaaS can offer to their overall travel experience.