ABSTRACT
Big changes in technology create big opportunities for sustainability. Decreasing the number of cars on the road through carpooling can mitigate many problems related to transportation, including traffic congestion, emissions, and safety. Mobile information and communication technologies (ICTs) provide communicative and financial capabilities, termed affordances; to make carpooling much more convenient. However, research has yet to distinguish the role of affordances in reaching a critical mass of drivers. This chapter showcases empirical results from an in-depth study of a carpooling app, coupled with an innovative policy pilot to provide toll road discounts for carpool trips registered with the program.
Results from the pilot countered with a for-profit model suggest drivers require sufficient reimbursement for travel costs and coordination time, to reach a critical mass needed to support a competitive travel option. However, recruitment tactics such as paid and organic media coverage, face-to-face events and incentives, and driver-focused outreach support growth of the carpool system registration, and use. Additional studies are needed to evaluate different combinations of ridesharing affordances and transportation policies to determine whether communities can realize the benefits of a critical mass of ICT-supported carpooling.
