Drivers for driving : A qualitative study exploring carsharing use among students in university towns in Sweden

Shared economy has emerged as a means of reducing overconsumption and increasing asset utilisation in the hope of creating a more sustainable society. Carsharing is a type of shared economy focusing on fully utilising cars by consumption through access rather than ownership. Students are typically receptive to innovation and are price sensitive, making them a suitable market for carsharing services. Thus, this thesis explores what drives and hinders students' adoption of carsharing, looking through the lens of nudge theory, goal theory and previous research on related drivers and barriers. Our qualitative study consisting of 10 in depth semi-structured interviews with students from the housing complex Forest Hill in Karlstad gave the authors several insights into the matter. Lifestyle compatibility was found to drive carsharing behaviour while good public transportation had both a positive and negative effect. Costs have a huge impact on adoption, however, several respondents are lowering their costs by utilizing the car with others. The service is primarily used for grocery shopping and other errands, those who value comfort (hedonic values) used the service while utilitarian goals were linked to non-usage. Contamination was deemed to only be a barrier when using the car for hedonic purposes and not for utilitarian purposes. Physical environment nudging, simplification and framing nudging and social norm nudging were found to have a positive effect on carsharing adoption and usage while moral nudges had no impact on the students.