Optimizing sustainable urban mobility through digital integration

This study investigates the intention to endorse Mobility as a Service (MaaS) in a developing country context, examining its potential to mitigate car dependency by integrating multiple transport modes for seamless planning, booking, and payment digitally. To this purpose, a cross-sectional survey gathered data from 392 MaaS users, analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Importance-Performance Map Analysis (IPMA) to identify decisive elements in digital integration for sustainable urban practices. Findings reveal that Service Quality and Digital Dexterity are primary drivers of acceptance and continued intention to use, while Social Influence plays a lesser role. These results highlight the need for resilient, user-centered digital solutions to advance sustainable urban transit in developing economies. This research provides actionable comprehensions for policymakers and MaaS providers, supporting the design of effective, inclusive mobility strategies that nurture engagement and adoption in resource-constrained urban settings.