Psychological factors in microtransit adoption: Evidence from a stated preference study

Abstract This study investigates the psychological factors influencing the adoption of microtransit services in Porto Alegre, Brazil, using a sequential Integrated Choice and Latent Variable (ICLV) modeling approach grounded in the Theory of Planned Behavior. Based on data from a stated preference and attitudinal survey, the study examines how attitudes, subjective norms, perceived behavioral control, and intention affect mode choice decisions. The confirmatory factor analysis revealed that attitudes toward public transport strongly influence intention, while attitudes toward automobiles, subjective norms, and perceived control showed weaker effects. Results from the ICLV models indicate that intention positively affects the likelihood of choosing collective modes, including the hypothetical microtransit option. Cost, waiting time, in-vehicle time, and walking distance significantly influenced mode choice, with waiting time perceived as the most burdensome factor. Sensitivity analysis and willingness-to-pay estimates demonstrate that users value protection from adverse conditions, particularly rain, when choosing taxis or ride-hailing services but not microtransit, likely due to unfamiliarity with the service. The findings highlight the relevance of incorporating psychological constructs into travel behavior models to design effective policies. The study offers practical insights for developing pricing strategies and attitudinal campaigns to foster sustainable mobility and guide the implementation of microtransit services in Latin American cities. • Attitudes toward public transport strongly influence intention to use microtransit. • Waiting time is the most burdensome factor affecting mode choice decisions. • Intention increases the likelihood of choosing collective and microtransit modes. • Users value rain protection in taxis and ride-hailing, but not in microtransit. • Psychological factors help shape policies to foster sustainable urban mobility.