Johanssen, Lea (2024) Unlocking Shared Mobility in Rural Communities: Investigating Factors Influencing Resident Attitudes and Aligning Provider Capabilities with Community Needs. Master thesis, Sustainable Entrepreneurship (SE).
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Abstract
The concept of shared mobility enables sustainable consumption and enhances community cohesion. However, shared mobility is still primarily limited to the urban context, which enhances the issue of poor connectivity, increased car ownership and higher exclusion from society in rural communities. Introducing rural shared mobility can strengthen the socioeconomic fabric but requires a shift in mobility behaviour. This qualitative study explores shared mobility as a means of sustainable development by identifying factors influencing the acceptance of rural shared mobility, utilizing the COM-B model. Additionally, the study aims to determine whether residents’ needs could be met by shared mobility providers. Significant motivators included cost efficiency, life circumstances, social influence and support, residents’ environmental consciousness, and perceived benefits. Conversely, aversion to change, independence, accessibility, technological challenges, and symbolism were identified as critical barriers. The research also identified crucial requirements for an effective implementation, including psychological incentives, communication, support for implementation, and infrastructure. Although these findings are essential for sustainable implementation and relevant to sustainable entrepreneurship, shared mobility providers lack the capacity to tailor their services to each location individually. Therefore, it is essential for all stakeholders to be actively engaged in creating a bottom-up approach to the development of rural shared mobility.
| Item Type: | Thesis (Master) |
|---|---|
| Name supervisor: | Unal, A.B. |
| Date Deposited: | 20 Jun 2024 11:34 |
| Last Modified: | 20 Jun 2024 11:34 |
| URI: | https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/480 |
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