Research has shown that when combined in a mobility-on-demand (MOD) framework, automation, carpooling, and electrification have the potential for theoretically large emission reductions. However, there is insufficient research regarding the consumer preferences for and behavioral responses to this vision of transportation in the future. In this paper, we use choice experiment data collected from an online ride-hailing survey to quantify the consumer preferences for these technologies.

Principal Fellow- Transportation & Infrastructure
Rubal is a principal fellow at KAPSARC focused on understanding consumer decision making, in particular, consumer choice of energy-efficient technologies…
Rubal is a principal fellow at KAPSARC focused on understanding consumer decision making, in particular, consumer choice of energy-efficient technologies and mobility options under alternative technology and policy scenarios. Before joining KAPSARC, Rubal gained a Ph.D. at KAUST designing advanced carbon materials for energy and environmental applications, with a particular focus on energy storage, carbon capture, waste-water treatment, and hydrogen generation via solar water splitting. Prior to that, he worked at the University of Pennsylvania on a semiconductor industry-funded project, developing a continuum modeling framework for simulating the physics of micro defect formation in silicon crystals.
Expertise
- Behavorial decision science
- Consumer adoption
- Energy-efficient mobility and shared autonomous mobility-on-demand
Publications See all Rubal Dua’s publications

Why Might Some Chinese Battery Electric Vehicle Owners Choose Not to Repurchase Another?
Research has shown that when combined in a mobility-on-demand (MOD) framework, automation, carpooling, and electrification…
2nd February 2025
Approach and Initial Findings in Modeling Future Seaborne Trade and Its Impact on Energy Demand
Research has shown that when combined in a mobility-on-demand (MOD) framework, automation, carpooling, and electrification…
26th November 2024