The last mile check-up

Detta är en C-uppsats från Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

Sammanfattning: By 2050, an equivalent of two-thirds of the world's population will live in urbanized city areas. While urbanization has presented many opportunities, it also presents significant challenges in regard to urban transportation. Adherently to this trend, sustainable urban transportation is a challenge for Swedish city areas. Shared micro mobility services (SMMS), has quickly come to rise as a potential mode of future urban transportation. However, the impact of SMMS on urban transportation is to a large extent dependent on an increased user-base, meaning a change in consumer behavior favoring SMMS. Consequently, understanding consumers' attitudes and intentions to use SMMS is essential for companies and other potential actors in favor of these services. Thus, this thesis aims to investigate the consumers' attitudes and behavioral intentions towards shared micro-mobility services to better understand consumers, and which factors that drive actual behavior. This is done by using an extended version of the theory of planned behavior. The results show empirical support for attitude, subjective norm, social influence and knowledge being positively associated with intention to use SMMS. Furthermore, Hedonic attitude, subjective norm, was shown being positively associated with consumers' attitudes towards SMMS. Cognitive dissonance towards green claims was found being negatively associated with attitude towards SMMS. Finally, some similarities and differences are found between the respondent group based on gender, frequency of use and ownership.

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