Factors involved in the adoption ofsustainable mobility product-service systems : The case of KTH Mobility Pool in Sweden

Sammanfattning: The transport sector is responsible for large amounts of greenhouse gas (GHG) emissions and dueto the continued growth of both passengers and shopping of goods, these emissions are constantlyincreasing. Globally, 50% of the energy within the transport sector is consumed by passenger carsand commercial vans. Hence, sustainability within mobility is of interest and there are severaldifferent ways to address this issue. One possible solution could be car sharing which is a mobilityproduct-service system (PSS) where the private car is replaced by rental cars. However, diffusionof such PSSs is slow, and they are still limited to small niche markets.In this thesis, a dataset from the research project KTH Mobility Pool (KMP) has been analysed.KMP involved a mobility PSS in which electric vehicles (EVs) were integrated with a digitalbooking system, in a shared use system. The users tried out the PSS during a six-months trialperiod. The aim with this thesis was to identify different factors involved in the adoption of newsustainable mobility PSS. During the thesis work additional research questions emerged regardingthe motivation to participate in trials within new sustainable mobility PSS and what impact thetrial had on the users from an environmental perspective. An exploratory and inductive researchapproach was used, with a data analysis influence by grounded theory. Moreover, the thesis workinvolved a mixed method approach since the analysed dataset derived from interviews, surveysand workshops with the KMP users.Through the comparison of the analysed data and existing literature some conclusions could bedrawn. Common motivators for participating in the KMP trial were the opportunity to try out anew technology, saving money and interest in technology, cars and the environment. Five factorsof importance during the trial could be identified: convenience, car ownership, economy,environment, and safety. The impact of the trial on the users was an increased environmentalconsciousness where the users became more aware of their car usage and felt more environmental.Moreover, the trial also gave the users a more positive attitude towards EVs concerning thedevelopment of the EV market, their range and practicality. In conclusion, more research is neededto unfold and establish a complete and holistic view of the adoption of sustainable mobility PSS.However, the findings in this thesis work have answered some of the questions regarding theadoption of sustainable mobility PSS, which can be useful for future trials.