Why do sustainable shared mobility practices not proliferate more widely? Insights from digital mobility diaries

Sharing instead of owning consumer goods should significantly reduce their production and the associated environmental damages. However, this ecological promise has yet to be fulfilled, even in mobility, where sharing practices have become mainstream. This is because the most widespread mobility-sharing practice (free-floating carsharing) has the lowest ecological benefit. This study asks why the adoption of more ecologically beneficial shared mobility practices remains lower, addressing this question through digital ethnography. Using digital mobility diaries for three weeks, 21 respondents documented their mobility practices (including various shared mobility practices and private car travel) by uploading pictures, videos and text notes on a dedicated smartphone application. The data show that free-floating carsharing has proliferated because it can leverage the ‘system of automobility’ as its users are relatively monomodal. Other shared mobility services function well; however, we found that they have not proliferated as widely because the overall multimodal mobility mix (e.g. walking, cycling, public transport, on-demand sharing) associated with this form of shared mobility is highly demanding. Better conditions for multimodal mobility, created through appropriate infrastructure, are crucial for sustainable shared mobility practices to spread. However, space limitations mean this will likely come at the expense of car-centred infrastructure and necessitate its exnovation.