Teenage dreams of self-driving cars: Findings of a UTAUT-based conjoint analysis among the 14–19 age group

• Teens are open to innovations even without recommendations. • Method: conjoint analysis based on UTAUT for AV attributes. • Safety is the top priority for teens in AV preferences. • Functional performance & enjoyment outrank cost concerns. • Youngsters show less anxiety about AV tech support. The impending ubiquity of self-driving cars promises profound societal change, making public acceptance crucial. However, most studies focus on the general population, particularly those familiar with driving and technology, neglecting teenagers’ views. Given their significant exposure to this upcoming auto-revolution and uninfluenced driving habits, understanding their perspective is vital. Our research, targeting teenagers aged 14–19, employs a visualized conjoint method built upon the UTAUT (unified theory of acceptance and use of technology) framework. With this method we were able to measure not just agreement with attitudinal statements, but rather grasp real preferences, as respondents were asked to rank concrete level 5 autonomous vehicles with specific attributes. Although this age group may be considered reckless and self-assertive, our results suggest the opposite as safety proved to be paramount for them, while social influence and recommendation proved to be less significant This offers valuable insights for future autonomous vehicle strategies catering to the next generation.