Motivational Patterns and Personal Characteristics of Potential Carsharing Users: A Qualitative Analysis

Abstract

In the last decade, in Europe and the US, carsharing has become a mainstream transportation mode offering a sustainable solution to serious urban problems such as pollution, economic crisis, congestion, and parking. In Greece, carsharing is currently entering its commercial phase. Planners and providers strive to gain an insight into the factors influencing the use of carsharing to effectively implement carsharing systems (CSS). In this context, understanding the motives and usage conditions are considered necessary. Based on a qualitative analysis (semi-constructed interviews, n = 52), this paper identifies motivational patterns as well as personal characteristics of potential users that can be further explored through quantitative research methods. During the data analysis process, participants’ responses were classified into categories that revealed not only the factors that motivated them but also unveiled the challenges they face when utilizing carsharing schemes. These factors were the following: familiarity, comfort, mindset, everyday life, usability, and economy. Next, these factors were analyzed further based on the personal characteristics of the respondents preparing the ground for quantitative research in future research initiatives. Notably, the present findings could be beneficial to operators, policymakers, and stakeholders endeavoring to appraise shared mobility schemes in Greece and Mediterranean countries in general.

Keywords

• carsharing users
• qualitative research
• shared mobility
• transportation business
• Greece