Mobility-as-a-Service (MaaS) for disincentivizing car ownership and use in Reykjavík

Sammanfattning: Iceland faces problems in achieving decarbonization goals, especially regarding its transportation sector having highly car-oriented passenger transport in the capital city, Reykjavík. Therefore, there is a need to shift toward more sustainable transport modes. It is well established that private and car-centered mobility regimes impose externalities on the environment and the livability of cities. Mobility-as-a-Service (MaaS) is a recent mobility service concept that poses a promising solution to shift much of the travel demand within urban settings from private car ownership to shared mobility. This thesis aims to determine whether MaaS can function as a disincentive for private car ownership and find use in the context of Reykjavík, Iceland. Specifically, it provides an initial investigation on how influences on car ownership and use, and opinions on shared mobility services and the concept of MaaS may differ between different demographic groups. To test whether MaaS can function as a disincentive for private car ownership and use in Reykjavík, an online survey was distributed to car owners in the city. Respondents volunteered and were asked to respond to two sets of inquiries relating to perceived influences on car ownership and use, and sentiments on shared mobility and MaaS, respectively. The responses were inferentially analyzed. The results showed that in Reykjavík’s current state (i.e. public transport infrastructure and built environment), MaaS would struggle to disincentivize car ownership and be adopted city-wide. However, the younger generations are the most promising first adopters of the service. The results suggest that the city should focus on increasing urban densification and enhancing public transport. Furthermore, the results suggest that as these factors are enacted, the disincentivizing function of MaaS may become more effective. In line with this, further research should be focused on how to facilitate first adopters in their use of MaaS.