How much pricing measures can help achieve sustainable goals: A market segmentation based on road pricing acceptability

This research proposes a market segmentation based on road pricing acceptability. A questionnaire was ad hoc designed and administered to a sample of 61 people living in Lyon metropolitan area, selected in order to include various profiles as regards modes’ use and socio-economic characteristics. An Exploratory Factor Analysis and then a Cluster Analysis were carried out and four groups were found: 1) the Careful and committed; 2) the Green and pragmatic; 3) the Smart and flexible; and 4) the Car addicted. The results of the Cluster Analysis were compared to the outcomes of a grouping exercise previously carried out on data collected through Focus Group discussions involving the same sample. Willingness To Pay and travel behaviour have been deeply analysed. A good coherence between the two clustering exercises was found, despite few inconsistencies, notably for Cluster 3, showing the importance of using a mixed approach in investigating so complex issues.