Modeling heterogeneous individual choices for multi-person household MaaS bundles

Mobility as a Service (MaaS) has been investigated broadly regarding its potential market share through individual-oriented bundles or pay-as-you-go offerings. However, its potential for individual-specific offerings within multi-person households remains underexplored. This study attempts to investigate individual heterogeneous choice behavior in household-level MaaS, where bundles are specified both for the decision-maker and for their partner. Using data from a dedicated stated choice experiment involving 402 couples, we applied a latent class and latent variable model incorporating attitudinal factors such as altruism, egoism, empowerment, and household task responsibility, and socio-demographic characteristics. Results show that prioritizing mobility services for husbands may be more effective in promoting household-level MaaS adoption. Furthermore, three distinct decision-maker profiles were identified: male-dominant individualists, female-dominant individualists, and non-individualists. The significant preference heterogeneity highlights how individuals differently weigh their own versus their partner’s utility when evaluating household-level MaaS bundles. These findings provide valuable insights for designing more inclusive and targeted MaaS products that account for behavioral diversity at the individual level.