Intentions to Participate in Carsharing: The Role of Self- and Social Identity

Carsharing is becoming an increasingly popular mode of transportation in many cities around the world. Previous research has revealed that users tend to be young, are highly educated, have high incomes and live in densely populated neighbourhoods. However, this does not explain why people who have similar socioeconomic characteristics do not adopt carsharing when residing in comparable urban contexts. To assess the critical differences between users and non-users of carsharing, the current research uses the theory of planned behaviour as a theoretical framework to analyse how aspects of an individual’s social and self-identity determine their intentions to participate in carsharing. In-person intercept questionnaire data were collected in the Berlin neighbourhoods Schloßstraße, Steglitz and Glasower Straße, Neukölln in the fall of 2019 (N = 216). Exploratory and confirmatory factor analysis and structural equation modelling were used to analyse the collected data. The model results suggest that having a pro-technology self-identity and negative pro-car identity are significantly associated with the intention to participate in carsharing. These associations are present in both the structural and alternative models. Moreover, both models indicate a negative relationship between individuals’ degree of environmental self-identity and the degree of their pro-car identity. The results suggest that, in order to promote carsharing, regional governments should focus on attracting new users who are currently already using mobility technology. The findings can be used by regional governments to identify potential carsharing users and to specifically target individuals who are likely to be willing to adopt and participate in carsharing.