Understanding carpooling intentions of Generation Z of India: a structural equation modeling approach

Abstract

ABSTRACT This study explores the drivers and barriers to the adoption of carpooling by Generation Z in India. A conceptual framework, based on the extended theory of planned behavior (TPB), was developed by adding three more variables: energy saving self-identity, trust propensity and perceived risk to the original three variables. An online survey based on convenience sampling was conducted to gather data from 335 respondents. PLS structural equation modeling results proved the predictive relevance of the model. Perceived behavioral control, attitude, and trust propensity, respectively showed a significant positive direct impact on the intentions to carpool. Results further conclude that the intention to carpool does not develop through the individual’s self-identity as an energy saver. However, if a positive attitude toward adopting carpooling, a feeling of ease to carpool and a level of trust in carpool is high, then the energy-saving self-identity will develop carpooling intention. The insignificant impact of perceived risk on carpooling intention further reveals that Generation Z, which is being seen as an eco-conscious consumer; does not perceive any risk in carpooling. The novelty of this study is that, it is focused on a particular generation i.e. Z, whose consumption behavior stands apart from the previous generations.