A cultural perspective on informal ride sharing

Purpose Although the literature on dynamic ride sharing has grown significantly, there remains a notable gap in understanding informal ride sharing, particularly within the context of developing countries. Informal ride sharing remains prevalent in sociocultural environments where community-level sharing thrives. The purpose of this study is to explore the cultural sharing values that influence consumers’ engagement in informal ride sharing. Design/methodology/approach This study adopts a qualitative methodology based on semi-structured interviews and uses data-driven thematic analysis approach to analyse 45 semi-structured interviews conducted with participants who reside in Lagos, Nigeria. Findings This study identifies four sub-dimensions and three key roles of cultural sharing values that influence consumers’ engagement in informal ride sharing. These sub-dimensions − interdependence, functional value, cultural morality and obligation are underpinned by distinct cultural value orientations. Together, they serve as motivating and inhibiting factors that shape consumer engagement. Practical implications This study has implications for policymakers and mobility planners by emphasising the significance of informal ride sharing within specific sociocultural contexts. The findings provide consumer-focused insights that can inform the design of culturally responsive transport strategies that recognise and leverage the prevalence of informal sharing practices. Originality/value Adopting a cultural lens, this study provides novel insight into the role of cultural sharing values and how it shapes consumers’ engagement in informal ride sharing.