Early consumer response to electric buses in urban areas: Evidence from a discrete choice experiment

Electric buses (e-buses) are receiving increasing attention from planners and decision-makers worldwide. However, the user perspective remains understudied, limiting understanding of how urban travellers respond to bus fleet electrification. This study addresses this research gap by investigating whether and how e-buses can enhance public transport attractiveness by improving ride comfort and leveraging environmental benefits. We conducted a web-based discrete choice experiment in Rome, Italy, and then estimated a hybrid choice model with latent variables capturing e-bus awareness, perceived environmental benefits, personal norms, and social norms. The model extends beyond travel times and costs to quantify the impacts of four service attributes of public transport on travel mode choice. Results show that travellers recognise the distinctive features of e-buses, such as cleaner, quieter, and smoother rides, though perceptions depend on prior familiarity with the technology. Notably, e-bus introduction would improve the external costs of transport and waiting conditions at bus stops. These advantages are most valued by regular users of public transport, indicating limited potential for inducing modal shift from private vehicles. In fact, car users appear less sensitive to environmental benefits and social norms, which helps explain their lower acceptance of e-buses. The findings enable targeted communication and effective policy design that highlight the advantages of e-buses to consumers who are more likely to adopt them.