We are thrilled to announce the publication of a paper by IMM's Elfriede Penz, Barbara Hartl, and Elke Schuessler in the Journal of Cleaner Production. The study, titled “Creating a Trusting Environment in the Sharing Economy: Unpacking Mechanisms for Trust-Building Used by Peer-to-Peer Carpooling Platforms,” provides valuable insights into the critical role of trust in the sharing economy, with a particular focus on peer-to-peer carpooling platforms.

What the Study Explores:

As carpooling platforms connect strangers for shared journeys, trust becomes a fundamental component of user participation and platform success. This research investigates how platforms build trust among users and the resulting impacts on user behavior and platform adoption.

Key Highlights:

1. Comparative Insights

The study examines four prominent carpooling platforms—BlaBlaCar, Oszkar, Zego, and Carpul—offering a comprehensive comparison of their trust-building mechanisms. Common strategies include review systems and contact opportunities, while key differentiators include GPS tracking, offline events, and partnerships with external organizations.

2. Three Dimensions of Trust

• Online Trust: Trust based on the platform’s website, user reviews, and security features.

• Implicit Trust: Automatic trust developed through consistent positive experiences.

• Reason-Based Trust: Deliberate trust formed through users’ rational evaluations of the platform’s goals, competence, and external support.

3. Behavioral Impacts

The findings reveal significant variations in how car owners and non-car owners, as well as experienced and inexperienced users, perceive and respond to trust-building measures. For instance:

• GPS tracking enhances trust among non-car owners but may be viewed as invasive by car owners.

• Offline events build stronger trust with car owners but have less appeal to non-owners.

4. Strategic Recommendations

The paper emphasizes the need for platforms to tailor their trust-building strategies based on user segments. By addressing the specific needs and expectations of different user groups, platforms can enhance trust and encourage wider adoption.

Why This Matters:

Carpooling is recognized as a sustainable mode of transportation, reducing the number of vehicles on the road and promoting more efficient resource use. This study contributes to sustainability goals by identifying actionable ways for carpooling platforms to attract and retain users through trust-building, ultimately helping to mitigate environmental impacts and traffic congestion.

Read the Full Study

The paper is available in the Journal of Cleaner Production and can be accessed here!