Examining the effects of climate change perception and commuting experience on the willingness to pay for micro-transit service in Tampa, FL

As cities increasingly look for sustainable transportation options to alleviate congestion and solve the “first mile, last mile” problem, micro-transit has emerged as a promising solution. However, to ensure the long-term success of micro-transit programs, it’s essential to establish sustainable funding strategies. This research aims to investigate what factors influence people’s willingness to pay for micro-transit, with a particular focus on their perceptions of climate change and their commuting experiences. Additionally, the study explores the differences in experiences between current micro-transit users and non-users. Using the Downtowner service in downtown Tampa as a case study, we conducted online surveys in July 2020, gathering responses from 706 micro-transit users and 311 non-users. We then applied statistical analysis to understand the factors affecting willingness to pay. This study sheds light on the relatively underexplored topic of willingness to pay for micro-transit and its connection to climate change perceptions, contributing to existing research. Furthermore, recognizing differences in preferences between these groups provides valuable insights for tailoring strategies to encourage willingness to pay. As policymakers and transportation agencies aim to combat climate change and promote sustainable transportation, understanding these factors becomes increasingly important for developing effective and ecofriendly mobility solutions. © The Author(s) 2023.