Quotation Hartl, Barbara, Kamleitner, Bernadette, Holub, Sandra. 2020. Take me on a ride: The role of environmentalist identity for carpooling. Psychology & Marketing. 37 663-676.




Sharing does not need to involve corporate providers but can also happen on a peer‐to‐peer (P2P) basis. P2P sharing platforms who match private providers and users are thus dealing with two different customer segments. An example of this is carpooling, the sharing of a car journey. Recent years have seen considerable research on why people use sharing services. In contrast, there is little knowledge of why people may offer a good for sharing purposes. Drawing on identity theory, this paper suggests that users and providers of carpooling need to be addressed differently. A pilot study and two studies, including both actual car owners and nonowners confirm that the extent to which one identifies as an environmentalist predicts car owners' willingness to offer carpooling, but does not affect nonowners' willingness to use carpooling services. These findings remain robust when controlling for various potential confounds. Furthermore, Study 2 suggests that an environmentalist identity plays an important role for car owners' actual decision to offer a ride via an online platform. These results suggest that marketers of P2P platforms need to pursue different strategies when addressing potential users and providers on the same platform.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Psychology & Marketing
Citation Index SSCI
WU Journalrating 2009 A
WU-Journal-Rating new INF-A, MAR-B, STRAT-B, WH-B
Language English
Title Take me on a ride: The role of environmentalist identity for carpooling
Volume 37
Year 2020
Page from 663
Page to 676
Reviewed? Y
DOI http://dx.doi.org/10.1002/mar.21340
Open Access Y
Open Access Link https://onlinelibrary.wiley.com/doi/10.1002/mar.21340


Collaborative Consumption: Power, Trust, and Cooperation
Hartl, Barbara (Details)
Kamleitner, Bernadette (Details)
Holub, Sandra (Former researcher)
Institute for Marketing and Consumer Research IN (Details)
Competence Center for Empirical Research Methods WE (Details)
Competence Center for Sustainability Transformation and Responsibility WE (Details)
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