•Acceptance factors were investigated with an extended technology acceptance model.•Social and individual factors, as well as system characteristics determine user acceptance.•User acceptance is an important driver for the widespread adoption of autonomous driving. Autonomous driving is believed to provide numerous benefits for individuals and society, including increased road safety, reduced traffic congestion, and an improved ecological footprint. However, many barriers still hinder the widespread acceptance of autonomous vehicles. Research has proposed governmental policy strategies to accelerate the diffusion of autonomous driving, but less is known about end-user perceptions of this innovative technology. First, we employ a qualitative research design to identify the elements attributed to individual acceptance of autonomous driving. Furthermore, we organize a research model based on the technology acceptance model, validated with an online survey of 316 participants. The findings reveal how social influence, system characteristics, and individual factors determine individual acceptance of autonomous driving. The research helps to strengthen the existing body of knowledge by highlighting individual perceptions, with implications for practitioners.