Multidimensional challenges for customer acceptance in the emerging urban air mobility market

Yang, Tiansheng and Peattie, Ken ORCID: https://orcid.org/0000-0003-3969-0531 2026. Multidimensional challenges for customer acceptance in the emerging urban air mobility market. Mansour, Nadia and Bujosa Vadell, Lorenzo M., eds. Regulation and Sustainable Entrepreneurship Vol. 1: Institutional Frameworks and Green Policy Innovations, Contributions to Management Science, Cham: Springer, pp. 185-194. (10.1007/978-3-032-23399-8_18)

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Abstract

Urban Air Mobility technologies, from delivery drones to air taxis, are developing rapidly globally and are forecast to contribute to faster, safer and more sustainable future urban mobility solutions. Research to date has tended to focus on the technologies involved and the operational challenges of establishing air taxi or airport shuttle services and integrating them with existing transport systems. In such sectors customer acceptance will be key but remains relatively under-researched. This paper explores the customer acceptance challenges of such services, and particularly how the ‘radical counterintuitivity’ of service advantages related to sustainability and safety create a positioning and marketing communication challenge. It presents a ‘Sustainability Alignment Matrix’ as a simple tool to help visualize and manage such challenges and provides suggestions for marketing communications approaches.

Item Type:	Book Section
Date Type:	Publication
Status:	Published
Schools:	Schools > Business (Including Economics)
Publisher:	Springer
ISBN:	9783032233981
ISSN:	1431-1941
Last Modified:	24 Aug 2026 11:03
URI:	https://orca.cardiff.ac.uk/id/eprint/189135

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