Consumer Willingness to Pay for Autonomous Vehicles in Japan

Hirogaki, Mitsunori (2025) Consumer Willingness to Pay for Autonomous Vehicles in Japan. URBAN INNOVATION: TO BOLDLY GO WHERE NO CITIES HAVE GONE BEFORE. Medium sized cities and towns as a major arena of global urbanisation. Proceedings of REAL CORP 2025, 30th Intl. Conference on Urban Development, Regional Planning and Information Society. pp. 1081-1084. ISSN 2521-3938

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Abstract

In recent years, autonomous vehicle (AV) technology is expected to play an important role in the construction of next-generation, efficient and sustainable urban transport systems by integrating with electric vehicle (EV) technology. In Japan, in particular, the spread of autonomous vehicle technology is attracting a great deal of attention as a means of solving social issues such as traffic congestion, environmental impact in urban areas, and the shortage of drivers due to the declining birthrate and aging population. On the other hand, in order to promote the spread of automated vehicles, it is essential to create a social and institutional environment that takes into account not only technological progress but also consumer acceptance and willingness to pay (WTP). In particular, in the Japanese market, it is not yet fully clear how unique consumer characteristics such as strong expectations of safety, a cautious attitude towards new technology, high price sensitivity, and strong trust in domestic manufacturers affect acceptance of automated vehicles and WTP. In this paper, we review previous research from Japan and overseas, and focus on the Japanese market in particular, to organize and consider the factors that determine people's acceptance of and willingness to pay for (WTP) autonomous vehicles. Furthermore, we present hypotheses for future empirical analysis from the perspectives of politics, economics, society, culture, and technology acceptance, and aim to provide insights that will contribute to the development of the foundations for AV acceptance research in Japan by presenting future research issues and an analytical framework.

Item Type:	Article
Uncontrolled Keywords:	Autonomous Vehicles (AV), Consumer Acceptance, Willingness to Pay (WTP), Social and Cultural Factors, Japan
Subjects:	H Social Sciences > HE Transportation and Communications T Technology > TE Highway engineering. Roads and pavements
Depositing User:	The CORP Team
Date Deposited:	26 May 2025 12:56
Last Modified:	07 Jul 2025 10:01
URI:	http://repository.corp.at/id/eprint/1244

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