The development and introduction of sustainable urban transportation systems is crucial in addressing increasing traffic congestion and environmental concerns in the cities. This article aims to assess the potential acceptance and demand for a proposed new tram line in the area of University of Zagreb Campus Borongaj. Using a stated preference survey, a sample of commuters within the area were surveyed to understand their preferences and willingness to use the planned tram line. The survey included questions about travel behavior, transportation modes currently used, and their stated preference for the new tram line in terms of proposed travel time, price, comfort, and access time. The collected data were analyzed using multinomial logit model to estimate relative importance of different factors that affects individuals’ choice and acceptance of the new tram line. Additionally, socio-demographic variables were analyzed to identify variations in preferences among different demographic groups. Results of the experiment will provide valuable insights to urban planners, policy makers, and transportation authorities in their decision-making processes. Understanding the preferences and needs of users of the proposed tram line will assist in designing an efficient and user-friendly transportation system, improving overall accessibility and mobility within the area.

Stated preference; Utility function; Public transport; Sustainable transport