Overall assessment of the drivers for behavioural change

• The final task of work package 4 is to draw on the empirical evidence collected in the previous tasks of this current WP as well as the results of WPs 2 and 3. The aim is to give an overall picture of the underlying mechanisms behind observed behavioural changes towards an increased use of shared mobility services. The objective is furthermore to assess the relative importance of sociodemographic, individual and contextual factors as well as advance the analyses of how the characteristics of the different services and the business models (classified into car sharing operator profiles) interact with users profiles (of sociodemographic and attitudinal characteristics) and mobility styles (including user attitudes, travel modes and frequencies). Finally, the WP includes a workshop with the aim to discuss and validate the results with experts on car sharing both from the inside as well as the outside of academia. The workshop took place on the 24th of January in Bremen, Germany. The report consists of four main sections; Introduction, Method, Results and Conclusions. Furthermore, the Method and Result sections have three subsections; one on the work carried out by UGOT i.e. the SEM analyses, another section describing the work by POLITO on car sharing user trends according to different user profiles, and a final subsection describing the work-shop hosted by the city of Bremen. The main findings of this deliverable are: Users of free floating car sharing (Italian sample) and free floating with pool stations (Sweden) were the users with the lowest percentage of car-free household. In Italy, users of free floating services are more likely to subscribe to more than one service (1.5 on average) of the same typology of service. The frequent users of private cars are, at the same time those that envisage greater use of car sharing in the future than today, while among those who own and use private cars less frequently (MultiOC users, who are registered to more than one car sharing variant in parallel, and FFPS), there is a lower propensity for an increase compared to the current level of car sharing use. Even though all MultiOC users are registered to a free floating service in combination with another car sharing typology (FFPS in Italy, RTSB in Sweden and Germany), they are more frequently users of PT and active modes (walk and bike) and they have a higher degree of car-free households than the free floating users. Therefore, services integration and a higher degree of MultiOC users may be one important key to reduce the use of private cars and consequently its impacts. The FFOA service is more likely to grow in terms of number of subscribers in Italy; while in Sweden, round trip station based service have the highest number of potential users. Clearly these predictions may be affected by the actual provision of such services in the cities if there is a lack today. Overall assessment of the drivers for behavioural change GA n°769513 Page 8 of 93 The strongest direct predictors of behavioural intention (BI) to use (or increase using) car sharing services in a near future (6 months) were perceived behaviour control (PBC), currently being registered on a car sharing service, a lower degree of past car based travels and trust in the quality of the service delivered. The number of current car sharing operators in the city was not a predictor of behaviour intention, which indicates that by only increasing the number of operators within cities or fleet sizes, is not enough to induce behaviour change. It is instead more important to increase the perceived usefulness of car sharing services for people’s travels necessities. Women could be a target niche in the market, since being a woman has a positive direct effect on BI to use car sharing in the future. In addition, increasing trust in the service availability and quality is also a possible strategy to foster use of car sharing. Past travels by car based modes leads to driving habit formation and when this habit becomes stronger, one is less likely to express a strong intention to use car sharing The expert work shop in Bremen contained presentations of the STARS project in general and results from WP 4 summarized above in particular. Experts from car sharing organisations, cities and other research projects attended. Overall the work shop proved that the knowledge is welcome and can be useful when developing the services, as well as implement those services in a city.

Ämnesord

SAMHÄLLSVETENSKAP  -- Psykologi (hsv//swe)

SOCIAL SCIENCES  -- Psychology (hsv//eng)

SAMHÄLLSVETENSKAP  -- Psykologi -- Psykologi (hsv//swe)

SOCIAL SCIENCES  -- Psychology -- Psychology (hsv//eng)

TEKNIK OCH TEKNOLOGIER  -- Samhällsbyggnadsteknik -- Transportteknik och logistik (hsv//swe)

ENGINEERING AND TECHNOLOGY  -- Civil Engineering -- Transport Systems and Logistics (hsv//eng)

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