Peer-to-Peer (P2P) carsharing and driverless vehicles: Attitudes and values of vehicle owners

Abstract

Within the growing suite of shared mobility options, peer-to-peer (P2P) carsharing provides an opportunity for vehicle owners to rent out their vehicle to other individuals through informal arrangements or more typically through a facilitating company/broker. Despite the potential to offset some of the costs of vehicle ownership and contribute more broadly to the shared economy, barriers remain including that of sharing one’s own vehicle with a stranger. Driverless vehicles (DVs) provide potential to partially address this barrier to carsharing, but it is unknown if this will be embraced by vehicle owners per se and to what extent this might be influenced by their personal characteristics and values. Within this context, the current paper evaluates the joint attitudes of 751 Australian vehicle owners towards sharing of their current vehicle and embracing DVs. Overall, while most respondents remain concerned about DV technology, they understand the benefits, expressing higher concerns about carsharing. Segmentation procedures are used to profile participants on key dimensions including their willingness-to-purchase a DV, demographics, personality and psychological constructs and contextual factors. Four classes of vehicle owners are identified with 14% being ambivalent to sharing and DVs, 14% highly concerned, 48% being ‘on the fence’ and 24% expressing positive sentiments towards these new forms of mobility. Ambivalence appears to be more pronounced with significantly older, male participants who are less agreeable and conscientious, while concern seems to be a trait of older females more adhering to security, tradition, conformity, and benevolence. Conversely, positive sentiments are associated with participants who are slightly older, male, more open-minded, while less benevolent and traditional. Findings highlight the importance of offering tailored packages of information, messages and services that appeal to the personal benefits and cost savings for some segments of the community, but which highlight the altruistic benefit of sharing for others.