From individuals to a community of purpose: A methodical exploration of self-organized ridesharing initiative

Abstract

While carpooling mode-share has been declining since the 80s, the growing digital sharing-economy has resulted in many initiatives of nonprofit self-organized ridesharing (SORS), that contribute to local sustainability. However, despite its promising potential, thus far, the diffusion and scaling of SORS have been insignificant and there is still insufficient knowledge on its attributes, evolution dynamics, diffusion processes, and influencing factors. Based on the assumption that better understanding of the complex phenomenon can improve its widespread dissemination, this study provides innovative perspectives on SORS by methodically exploring a social network-based case study through the lens of a recently developed conceptual framework. Online data were gathered and analyze through netnography and descriptive statistics, and supplemented by interviews, documents analysis, and field observations. The systematic examination highlighted the key mechanisms underlying the initiative and provided insights into the transition of its users from individuals into a community of purpose. Through collaborative learning, norms are shaped in the virtual arena, and more sustainable behavior emerges. Furthermore, through this exploration, we demonstrated the utility of the applied framework and broadened its constructs. Study findings can support successful replication efforts, and hence, promote more sustainable transportation habits.

Keywords:

• Digital innovation
• ridesharing
• self-organization
• sharing economy
• sustainability

Disclosure statement

The authors declare that they have no known competing financial interests or personal relationships that could have appeared to influence the work reported in this article.

Notes

1 Free of charge or by sharing expenses.

2 A vehicle carrying a driver with at least two passengers.

3 Until the COVID-19 emergence

4 A free instant messaging (IM) service which provides low-end, easy-to-use social networking. It supports P2P IM, as well as group IM for groups of up to 257 users. A group is created by a manager who can add members or share a recruitment link. WhatsApp participants are known to others in the group by their cellular number, a chosen nickname and sometimes by a profile picture. A group user is exposed to every message since recruitment.

5 The term quasi-static is used by de Haan and Rotmans (2011) to denote attributes which describe the niche/regime/landscape, though their value might change during phase transition.

6 COVID-19 note—the observation continued throughout the pandemic period, which crashed many shared-mobility initiatives. While the lengthy rail closure undermined the group goal, only 20% defection was noted.

7 Approved by the ethical committee of the University of Haifa, no 077/17.

8 The Partnership for Regional Sustainability was formed as a collaboration between of Ramat-Ha’nadiv foundation and five neighboring local councils, including Zichron-Yaakov and Binyamina-Giv’at Ada.