Implementing Social Value Orientation in Measuring the Health and Environmental Dilemmas of Autonomous Driving

Abstract

Understanding users’ market reaction towards the positive and negative impacts of the technology as well as its trade-offs is essential to anticipate market reaction once the technology is deployed on the ground. Based on data from 1,000 Austrian participants, this study takes a deeper look into different demographic clusters on how different participants’ values and behaviours influence their reaction towards the environmental and health impacts of an autonomous transport network. The results indicated that the respondents exhibited individual-oriented reactions regarding environmental impacts while demonstrating more altruistic reactions in the case of health-related impacts. Also, a distinction can be made between age groups, as older generations aged between forty and sixty revealed more altruistic reactions than younger participants. Despite an individualistic tendency towards environmental issues, when the respondents faced a choice between their own health and the common good, they prioritised the latter.