On the willingness to adopt car sharing services in Spain. Do social norms impact?
Román-Collado, Rocío ; Dugo, Víctor ; Cansino, José M. and Mundaca, Luis LU
(2026)
In Research in Transportation Business and Management
69.
- Abstract
This research conducted two vignette-based experiments designed to examine the potential role of social norms to motivate engagement with car sharing service (CSS) adoption in Spain. The analysis answered two research questions: a) to what extent do descriptive and injunctive social norms promote the willingness to adopt CSS, and b) what is the influence of injunctive norms on the willingness to use of sustainable mobility in general (i.e. walking, cycling and public transportation), including or excluding CCS? The initial hypothesis was based on the assumption that social norms can have a positive effect on the likelihood of adopting CSS and sustainable mobility choices. Results from the first experiment do not support this hypothesis,... (More)
This research conducted two vignette-based experiments designed to examine the potential role of social norms to motivate engagement with car sharing service (CSS) adoption in Spain. The analysis answered two research questions: a) to what extent do descriptive and injunctive social norms promote the willingness to adopt CSS, and b) what is the influence of injunctive norms on the willingness to use of sustainable mobility in general (i.e. walking, cycling and public transportation), including or excluding CCS? The initial hypothesis was based on the assumption that social norms can have a positive effect on the likelihood of adopting CSS and sustainable mobility choices. Results from the first experiment do not support this hypothesis, as they indicate that the use of social norms does not significantly influence the willingness to adopt CSS, suggesting that private car users may be less responsive to brief normative cues. On the contrary, the results of the second experiment suggest that strategies to encourage the adoption of sustainable transport options and CSS should be integrated into a broader and more cohesive framework of transport alternatives. Regression results show that several socio-demographic characteristics, mobility patterns, and environmental attitudes influence the willingness to adopt sustainable transport options.
(Less)
- author
- Román-Collado, Rocío
; Dugo, Víctor
; Cansino, José M.
and Mundaca, Luis
LU
- organization
- publishing date
- 2026-12
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- Car sharing services, Descriptive social norms, Injunctive social norms, Sustainable transport
- in
- Research in Transportation Business and Management
- volume
- 69
- article number
- 101878
- publisher
- Elsevier
- external identifiers
-
- scopus:105050303746
- ISSN
- 2210-5395
- DOI
- 10.1016/j.rtbm.2026.101878
- project
- Sharing Behaviour
- language
- English
- LU publication?
- yes
- id
- 20c6c5dc-9bc4-4c71-9698-454d93bbbaa2
- date added to LUP
- 2026-09-21 09:24:32
- date last changed
- 2026-09-21 10:31:52
@article{20c6c5dc-9bc4-4c71-9698-454d93bbbaa2,
abstract = {{<p>This research conducted two vignette-based experiments designed to examine the potential role of social norms to motivate engagement with car sharing service (CSS) adoption in Spain. The analysis answered two research questions: a) to what extent do descriptive and injunctive social norms promote the willingness to adopt CSS, and b) what is the influence of injunctive norms on the willingness to use of sustainable mobility in general (i.e. walking, cycling and public transportation), including or excluding CCS? The initial hypothesis was based on the assumption that social norms can have a positive effect on the likelihood of adopting CSS and sustainable mobility choices. Results from the first experiment do not support this hypothesis, as they indicate that the use of social norms does not significantly influence the willingness to adopt CSS, suggesting that private car users may be less responsive to brief normative cues. On the contrary, the results of the second experiment suggest that strategies to encourage the adoption of sustainable transport options and CSS should be integrated into a broader and more cohesive framework of transport alternatives. Regression results show that several socio-demographic characteristics, mobility patterns, and environmental attitudes influence the willingness to adopt sustainable transport options.</p>}},
author = {{Román-Collado, Rocío and Dugo, Víctor and Cansino, José M. and Mundaca, Luis}},
issn = {{2210-5395}},
keywords = {{Car sharing services; Descriptive social norms; Injunctive social norms; Sustainable transport}},
language = {{eng}},
publisher = {{Elsevier}},
series = {{Research in Transportation Business and Management}},
title = {{On the willingness to adopt car sharing services in Spain. Do social norms impact?}},
url = {{http://dx.doi.org/10.1016/j.rtbm.2026.101878}},
doi = {{10.1016/j.rtbm.2026.101878}},
volume = {{69}},
year = {{2026}},
}