Take me on a ride: The role of environmentalist identity for carpooling

Hartl, Barbara ORCID: https://orcid.org/0000-0002-5041-7002 and Kamleitner, Bernadette ORCID: https://orcid.org/0000-0002-7162-7287 and Holub, Sandra (2020) Take me on a ride: The role of environmentalist identity for carpooling. Psychology & Marketing, 37 (5). pp. 663-676. ISSN 1520-6793

Available under License Creative Commons: Attribution 4.0 International (CC BY 4.0).

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Sharing does not need to involve corporate providers but can also happen on a peer-to‐ peer (P2P) basis. P2P sharing platforms who match private providers and users are thus dealing with two different customer segments. An example of this is carpooling, the sharing of a car journey. Recent years have seen considerable research on why people use sharing services. In contrast, there is little knowledge of why people may offer a good for sharing purposes. Drawing on identity theory, this paper suggests that users and providers of carpooling need to be addressed differently. A pilot study and two studies, including both actual car owners and nonowners confirm that the extent to which one identifies as an environmentalist predicts car owners' willingness to offer carpooling, but does not affect nonowners' willingness to use carpooling services. These findings remain robust when controlling for various potential confounds. Furthermore, Study 2 suggests that an environmentalist identity plays an important role for car owners' actual decision to offer a ride via an online platform. These results suggest that marketers of P2P platforms need to pursue different strategies when addressing potential users and providers on the same platform.

Item Type: Article
Additional Information: Funding information City of Vienna WU Jubilee Fund; Austrian Science Fund, Grant/Award Number: P29693‐G29
Keywords: carpooling, environmentalist, identity, peer‐to‐peer platform, sharing economy
Divisions: Departments > Marketing > Marketing und KonsumentInnenforschung
Kompetenzzentren > Empirische Forschungsmethoden
Version of the Document: Published
Depositing User: Gertraud Novotny
Date Deposited: 03 Mar 2020 13:12
Last Modified: 24 Apr 2020 11:08
Related URLs:
FIDES Link: https://bach.wu.ac.at/d/research/results/94501/
URI: https://epub.wu.ac.at/id/eprint/7503


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