Is Shared Autonomous Driving Worth Promoting? Based on the Heterogeneity of Consumer Green Preference

In order to solve the artificial problems such as high prices and frequent conflicts between drivers and consumers in ride-hailing services, China and other countries are actively promoting the development of shared autonomous driving. We explore the stimulative impact of subsidy initiatives on shared autonomous driving, focusing on consumers' green preferences. By constructing a Hotelling model of A V and HV service platform competition, it analyzes the optimal solutions under three scenarios: no subsidy, subsidized AV platform, and subsidized consumers, and conducts sensitivity analysis. The study found that subsidizing A V platforms can reduce their service prices and enhance market competitiveness, while subsidizing consumers may increase their service prices but not necessarily increase market share. Policy makers should adjust subsidies as A V services develop, and may gradually cancel incentives after the industry matures. At this time, A V platforms need to improve their technology and management level to achieve sustainable development.