Accounting for the Influence of Attitudes and Perceptions in Modeling the Adoption of Emerging Transportation Services and Technologies in India

Many rapidly developing countries around the world are at a crossroads when it comes to transportation, air quality, and sustainability. Indeed, the challenges presented by vehicular growth in India have motivated the search for sustainable transportation solutions. One solution constitutes ridehailing services, which are expected to reduce car ownership and provide affordable means of transportation. Another key solution is the rise of electric vehicles (EVs), which are expected to reduce greenhouse gas emission and address the growing demand for sustainable urban mobility. Using a unique survey data set collected in 2018 from a sample of 43,000 respondents spread across 20 cities in India, this paper attempts to shed light on the factors that affect adoption of on-demand transportation services and EVs in India. In particular, not only does this paper consider the socio-economic and demographic variables that affect these behavioral choices, but the modeling framework adopted in this study places a special emphasis on representing the important role played by attitudes, values, and perceptions in determining adoption of on-demand transportation services and EVs. It is observed that attitudes and values significantly affect the use of on-demand transportation services and EV ownership, suggesting that information campaigns and free trials/demonstrations would help advance the adoption of sustainable transportation modes. The model results help in the identification of policy options and infrastructure investments that can advance a sustainable transportation future in India.