An Innovative Mobility Service to Facilitate Changes in Travel Behavior and Mode Choice

The aim of this paper is to present and discuss changes in users’ travel behavior and mode choice during in the six-month Field Operational Test (FOT) of the UbiGo transport broker service in Gothenburg, Sweden. Four user groups are analyzed – car “shedders”, car “keepers”, already carsharing, and car “accessors” – based on data collected via questionnaires, interviews, and travel diaries. Findings suggest that although some groups sought or achieved change more than others, each group’s mode choice shifted in a more sustainable direction, and these changes were perceived positively and with high satisfaction with the service. Despite the user groups’ differing motivations, behaviors, and experiences, the FOT results illustrate that a holistic approach to mobility, in this case a personalized “transportation smorgasbord” package of integrated services, can offer “something to everyone” and promote broader change