Of “white crows” and “cash savers:” A qualitative study of travel behavior and perceptions of ridesharing in Denmark |
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| Institution: | 1. Department of Business and Technology, Aarhus University, Birk Centerpark 15, DK-7400 Herning, Denmark;2. Dept. of Civil and Environmental Engineering, Aalto University, P.O. Box 12100, 00076 Aalto, Espoo, Finland;3. Science & Technology Policy Research Unit (SPRU), School of Business, Management, and Economics, University of Sussex, United Kingdom;1. Urban Planning Group, Eindhoven University of Technology, PO Box 513, 5600 MB Eindhoven, The Netherlands;2. Movares Consultancy & Engineering, PO Box 2855, 3500 GW Utrecht, The Netherlands;3. Construction, Management & Engineering Group, Eindhoven University of Technology, PO Box 513, 5600 MB Eindhoven, The Netherlands;1. University of Washington, Evans School of Public Policy and Governance, 4105 George Washington Lane Northeast, Seattle, WA 98105, United States;2. Wayne State University, Mike Ilitch School of Business, 2771 Woodward Avenue, Detroit, MI 48201, United States;1. PwC, United Kingdom;2. University of Southampton, United Kingdom;1. Rotterdam School of Management, Erasmus University, the Netherlands;2. Faculty Technology, Policy and Management, Delft University of Technology, the Netherlands;3. Faculty of Management, Economics, and Social Sciences, University of Cologne, Germany |
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| Abstract: | Based on original research collected through semi-structured research interviews and five focus groups throughout Denmark, this study explores Danish perceptions about ad hoc, acquaintance-based, and organization-based ridesharing (“carpooling”). Using a grounded, qualitative factor analysis approach, it investigates the elements that influence the adoption (and non-adoption) of ridesharing and identifies market segments and business models that may enable planners to overcome existing barriers. The article finds that Danish drivers and commuters appear to be split on the topic. Negative perceptions reported by respondents include lack of availability and difficulty finding rides, viewing ridesharing as unsafe or unsecure, and expectations of social awkwardness, among others. Positive perceptions reported include cost savings compared to public and private transport, greater flexibility of travel times, and the ability to socialize with vehicle occupants. These contrasting views lead us to conclude that existing theories and models of ridesharing behavior may need to be fundamentally rethought, both in Denmark and possibly elsewhere. Our results also suggest that ridesharing efforts framed around climate change or environmental sustainability will not likely be successful in Denmark. |
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| Keywords: | Ridesharing Carpooling Sustainable transport Modal shift |
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