A point card system for public transport utilization in Korea

This study analyzes consumer preferences for a new incentive program based on a point card to promote green consumption; the study also examines the program’s impact on bus utilization in South Korea. An ex‐ante analysis was conducted to examine how consumer behavior can be modified based on varying incentive levels of the point card system. In addition, the effect of the system on consumers’ public transport utilization and resulting CO2 emissions reductions are analyzed. The adoption probability of the point card is forecast at about 93%, and annual CO2 emissions are forecast to decrease by 610kt CO2.