Determinants of on-demand ridesharing: the role of awareness of environmental consequences
Management of Environmental Quality
ISSN: 1477-7835
Article publication date: 10 February 2022
Issue publication date: 27 April 2022
Abstract
Purpose
The primary goal of this study is to determine the predictors of on-demand ridesharing intention in an emerging economy. For this purpose, the study uses the theoretical underpinnings of the theory of planned behavior (TPB).
Design/methodology/approach
The study surveyed 347 frequent users of ridesharing services using a set of pre-validated scales. The resulting data were analyzed using covariance-based structural equation modeling (CB-SEM).
Findings
The results of SEM analysis disclosed that the significant factors contributing to ridesharing intention are awareness of environmental consequences, subjective norm, perceived behavioral control and attitude (towards ridesharing).
Practical implications
This empirical research provides statistically robust insights for developing marketing strategies that attract more individuals toward ridesharing services.
Originality/value
This research has remarkable significance as it is one of the pioneering studies that critically examine the determinants of ridesharing intention from a South Asian emerging economy. Further, the extended TPB framework proposed in this study explains 71.4% variance in ridesharing intention, which is significantly higher than existing studies, with none of them explaining more than 70% variance.
Keywords
Acknowledgements
The first author gratefully acknowledges Dr. Nimitha Aboobaker for assistance with data analysis. This work was supported by the first author's Maulana Azad National Fellowship (MANF), granted by the Ministry of Minority Affairs, Government of India.
Funding: This research is funded by the Maulana Azad National Fellowship (MANF), Granted by the Ministry of Minority Affairs, Government of India (No. F. 82-27/2019 (SA-III)).
Citation
Sajid, M., Zakkariya, K.A., Peethambaran, M. and George, A. (2022), "Determinants of on-demand ridesharing: the role of awareness of environmental consequences", Management of Environmental Quality, Vol. 33 No. 4, pp. 847-863. https://doi.org/10.1108/MEQ-10-2021-0235
Publisher
:Emerald Publishing Limited
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