Social acceptability of shared autonomous vehicles. From avoiders to innovators in Hannover (Germany)

Shared autonomous vehicles (SAVs) can facilitate socially sustainable transport. Pilot projects with SAVs are steadily increasing, but it remains unclear which individuals accept SAVs and why. This research investigates the ‘social acceptability’ of SAVs through an online survey that accompanied an automated shuttle pilot on a university campus in Hannover, Germany (September–November 2022). A total of 140 respondents completed all the 41 social acceptability statements, which were evaluated using an exploratory factor analysis to identify five factors defining social acceptability: ‘social acceptability’, ‘effort expectancy’, ‘self-efficacy’, ‘safety expectancy’, and ‘performance expectancy’. A subsequent cluster analysis based on these factors suggests four social acceptability groups: ‘avoiders’, ‘resisters’, ‘self-doubters’, and ‘innovators’, though generally there is a high social acceptability towards SAVs. Significant differences between groups based on gender are identified, but not based on age, residential area, education, work, or income. By identifying the factors contributing to social acceptability and distinguishing how different groups might react to SAVs, a better understanding of social acceptability is obtained that will help prepare authorities and providers for the arrival and implementation of SAVs.