From car use reduction to ride‐sharing: The relevance of moral and environmental identity

Abstract

Car use contributes significantly to environmental pollution, leading people to rethink their transport habits. Previous studies on car use reduction relied on established theories related to values and self-regulation to examine this decision. In this paper, we offer an alternative approach and examine the intention to reduce car use through the prism of identity theory, and propose environmental and moral identities, together with environmental concern, as the main antecedents to the importance of car use reduction and intention to reduce car use. Further, we consider ride-sharing intention as an outcome of the decision to reduce car use. The proposed conceptual model is tested on a sample of consumers from the United Kingdom using an online consumer panel. The results offer partial support for the influence of moral identity, environmental identity, and environmental concern on the importance to reduce car use and intention. The links among the importance of and intention to reduce car use, along with ride-sharing intentions, are supported. Finally, managerial implications are discussed, and future research directions are suggested.

Eating halal: a serial mediation model for the effect of religiosity on the intention to purchase halal-certified food

“…When identity classification is activated, individuals will exhibit behaviours to maintain consistency with meanings held by the identity standards of the social groups in question (Rise et al, 2010). The identity theory appears valid in explaining various phenomena such as environmental concern (Culiberg et al, 2023) and consumer behaviour (Patel et al, 2020).…”

“…, 2010). The identity theory appears valid in explaining various phenomena such as environmental concern (Culiberg et al. , 2023) and consumer behaviour (Patel et al.…”