An empirical investigation into carpooling behaviour for sustainability

Abstract

Carpooling is a sustainable, economical, and environmental friendly solution that can significantly reduce air pollution and traffic congestion in urban areas. In spite of its numerous benefits, commuters are still skeptic about adopting it as a routine choice for transportation. This study attempts to map commuters’ attitude towards carpooling services. The study has focused on a few motivational constructs that can have an influence on commuters’ behavior. The study has looked at the role of cognitive complexity and empowerment perceptions of commuters to check if these constructs significantly intervene in the behavioral outcomes. The methodology used is a scenario-based 2 × 2 survey design where the sample is an individual who has experience with carpooling. The survey has used two levels (high, low) each of cognitive complexity and psychological empowerment to give rise to four scenarios. The final sample consisted of 400 carpoolers selected from an IT park having more than 5000 employees. MANOVA analysis showed that cognitive complexity and psychological empowerment had significant influence on the motivational constructs used in the study. Value beliefs, safety and platform quality perceptions were found to have a direct impact on attitude formation and intention to engage in carpooling behavior. The findings offer many implications for managers in the sense that that they can focus on creating suitable communication that creates favorable perceptions towards carpooling to bring about better adoption intentions.