Shared mobility adoption: transformation of travel behaviours in rural towns

Abstract Shared mobility has been established as a flexible and sustainable transport mode in urban areas. However, its adoption in rural communities faces unique challenges, including lower population density, limited infrastructure and socio-cultural dynamics that differ substantially from urban environments. Such factors create significant barriers to transforming travel behaviours towards shared mobility usage. This study investigates shared mobility adoption in rural towns in Lower Austria by applying Rogers’ Diffusion of Innovations (DOI) theory. We examine how factors related to DOI—relative advantage, compatibility, complexity, trialability and observability—impact the progression from initial awareness and intention to use to regular usage of shared mobility. A survey-based study recorded socio-demographic and mobility characteristics, as well as perceptions and attitudes towards shared mobility using an online questionnaire in two rural towns where shared mobility services were recently introduced. We identified correlations between DOI factors and adoption stages. Our findings suggest that while some rural residents have become frequent users, recognising the benefits of shared mobility, barriers such as a lack of visible success stories and a missing lock-in effect hinder adoption. These insights can serve for policy and practical recommendations for promoting shared mobility in rural areas to support sustainable and equitable transport solutions.