Does Car Sharing Contribute to Urban Sustainability from User-Motivation Perspectives?

Mobility, its current state and development perspectives in the future creates challenges with respect to sustainability, the first of which is the uncontrolled increase in greenhouse gas emissions in the last few decades, while road transport is one of the “sinners” creating long-term negative impact. The second is the dominance of car travel and car usage in the passenger transportation segment before the latest COVID-19 pandemic accelerated environmental problems. Although recent trends show new, greener patterns in consumption, there is still a relatively low share of consumers acknowledging the importance of sustainable and green preferences. This research study aims to investigate car sharing from users’ perspectives and to determine the most significant factors influencing their choice of sharing services to ensure upscaling of car sharing and, thus, contribute to urban sustainability. This research study contributes to the overall scientific discussion on car sharing and its role within urban sustainability, particularly with the following: (1) deeper investigation of car sharing and its users motivation perspectives in Latvia; (2) analyses of the most significant motivational factors for car-sharing users and aspects of sustainability; and (3) the insight into the generational differences triggering a number of car-sharing users. The existing and potential users of car sharing were surveyed in order to determine the motivational factors for its usage and attitudes towards it. Socio-demographic variables in statistical analysis were used to identify economic and environmental factors that meaningfully influence the choice of car-sharing services. The results of this study can support further development in new car-sharing business models and the value proposition for consumers in Latvia, as well as preparing policy recommendations on the promotion of sustainable transport. These findings are also useful to academics for the investigation of recent trends in car sharing during the COVID-19 pandemic.