Lopez Carreiro, IriaMonzon, AndresLois García, DavidLopez Lambas, Maria E.2024-12-202024-12-202021-10Iria Lopez-Carreiro, Andres Monzon, David Lois, Maria E. Lopez-Lambas, Are travellers willing to adopt MaaS? Exploring attitudinal and personality factors in the case of Madrid, Spain, Travel Behaviour and Society, Volume 25, 2021, Pages 246-261, ISSN 2214-367X, https://doi.org/10.1016/j.tbs.2021.07.0112214-367Xhttps://doi.org/10.1016/j.tbs.2021.07.011https://hdl.handle.net/20.500.14468/25012La versión registrada de este artículo, publicado por primera vez en Travel Behaviour and Society, Volume 25, 2021, Pages 246-261, ISSN 2214-367X, está disponible en línea en el sitio web del editor: https://doi.org/10.1016/j.tbs.2021.07.011. The recorded version of this article, first published in Travel Behaviour and Society, Volume 25, 2021, Pages 246-261, ISSN 2214-367X, is available online at the publisher's website: https://doi.org/10.1016/j.tbs.2021.07.011Mobility as a Service (MaaS) is expected to significantly change our mobility patterns. However, it is still not clear who will accept this new mobility paradigm and how it will affect travellers’ behaviours. In this study, we identify a set of attitudinal and personality factors relevant for MaaS adoption based on a survey comprising 1,000 respondents in the metropolitan area of Madrid (Spain). The results show strong positive attitudes towards MaaS after being validated through a structural equation model. The higher the percentage of multimodal travellers, the more they are open to “new mobilities”, the greater their technological capabilities and curiosity, and the lower their cost sensitivity, then the higher the adoption potential for MaaS. Our analysis reveals four clusters in terms of individuals’ intention to use MaaS technologies (technological car-followers, unimodal travellers, MaaS-lovers and active public-transport supporters). Motivated by a significant environmental sensibility, MaaS-lovers appear to be the most likely to reduce their private car usage in favour of alternative modes. Overall, we recognise two main barriers that can frustrate MaaS adoption: low technology affinity and low openness to sharing-mobility services. Policies that focus on these two aspects can encourage MaaS acceptance.eninfo:eu-repo/semantics/openAccess61 PsicologíaartículoMaaSwillingness to adoptattitudinal factorspersonality traits