5. CONCLUSION AND DISCUSSION
5.4 Limitations and Recommendations for Future Research
people are becoming aware of and knowledgeable about the benefits of car sharing. Consumers need to be educated. Companies can promote car sharing by paying attention to innovation characteristics, trialability, and observability. Taking it all into consideration, it is important that consumers can experiment with the service and that the results of the service are visible to others. This will help to increase the (speed of) adoption of the innovation. Uber, for example, offers promo codes to new users, such as “Up to $5 off each of your first three rides”. People can easily use these promo codes. These kinds of deals could also be tried for car sharing.
As mentioned above, the current research experiences a few limitations, which on the other hand offer many opportunities for further research. First, this study investigated the target group of Dutch millennial consumers. This study revealed that green marketing does not lead to greater intentional use of car sharing for this age group. However, multiple other interesting distinctions could be useful in the future. For example, one participant mentioned to investigate in the different income groups. Another respondent gave feedback that it would be interesting to research if there is a difference between car owners and non-car owners. Multiple respondents living in urban areas mentioned that they would prefer to get rid of their own car and partake in car sharing. They believe that car sharing is useful for the sporadic trips to family, garden centers, IKEA, and so on.
Further research into the place of residence may be interesting. Since this research used convenient sampling, the possibility is considered that a large proportion of the participants lived in a densely populated area. Research of Berenguer et al. (2005) showed that, in general, people living in urban cities believe that they take a significant amount of environmental responsibilities values but, in reality, it is not reflected in their attitude and behavioral intention. On the other side, people living in rural areas do not only recognize their environmental responsibilities values, but their attitude and intentional behavior show they want to protect the environment (Berenguer et al., 2005). So, it may be interesting for further research to dive deeper into the urban-rural differences. Research questions such as “To what extent can differences in intention to use car sharing be observed between people living in urban areas versus people living in rural areas?” and “Do environmental aspects play a more dominant role in the daily lives of residents living in rural areas than for residents living in urban areas?” can be addressed.
Car sharing is a relatively new concept, developing fast but it is somewhat pricey. It is acceptable to use it once in a while; however, it gets expensive on a regular basis. As mentioned above, it would be helpful to get insights into the functioning of subsidies from the government.
Researchers can conduct research into the potential role municipalities can take to support society. For example, by which amount of subsidy are people convinced to use car sharing.
Furthermore, it would be interesting to check the intention to use car sharing of the sample population in five years again. Using two points in time would help to discover if and how much the intention increased over time.
Lastly, as mentioned in the introduction, there is an existing gap between the variables attitude and intention. However, this research did not delve into that finding. Additional findings showed that attitude directly affected intention, so it would be interesting to look for factors that could impact and help to minimize the gap. Rahman et al. (2017) mentioned economic,
psychological, situational, and environmental factors that should be considered since these factors impact consumers' buying behavior in their research.
Despite some limitations, this study contributes to knowledge in marketing and specific green marketing. It became clear that informing consumers is key before you can even consider marketing strategies. First things first. Furthermore, the government's possible role by providing subsidiaries or other incentives to help stimulate car sharing should be kept in mind.
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APPENDICES Appendix A: Car sharing Advertisements
Appendix B: Set-up of the Main Experiment Dear participant,
I am about to finish my Master's degree in Business Administration at the University of
Amsterdam. To this end, I am currently conducting research on consumers' intention to use car sharing with the aid of this survey.
Your support in this process is much appreciated. First of all, I would like to thank you for agreeing to participate in this study! Completing the questionnaire will take no longer than 5 minutes.
On the following pages, you will be asked to answer a few questions. Please answer the questions as truthfully as possible. There are no right or wrong answers!
The data collected through this questionnaire will only be used for the purposes of the present research project and will be treated confidentially and anonymously.
If you have any questions related to this survey or the research itself, please contact me:
lisa.giezeman@student.uva.com Thanks again for your help!
Kind regards, Lisa Giezeman
The following description of car sharing will be shown to everyone:
“Car sharing is a system that provides people the option to rent local cars at every desired moment and for as long as they would like.”
Familiarity
Please indicate the extent to which you disagree or agree with the following statements by using the provided scale below.
Regarding car sharing, I am…
1. Unfamiliar ◯ ◯ ◯ ◯ ◯ Familiar 2. Inexperienced ◯ ◯ ◯ ◯ ◯ Experienced 3. Not knowledgeable ◯ ◯ ◯ ◯ ◯ Knowledgeable
How often do you make use of car sharing?
( ) Every day ( ) Once a week ( ) Once a month ( ) Once per quarter ( ) Once half a year ( ) Once a year ( ) Never
Random assignment to one of the four experimental groups / condition
Please imagine yourself seeing this advertisement in a public area. Take your time to carefully look at it. Afterwards, you can continue to answer several questions about the advertisement.
Be aware: after you click on the next page, you will not be able to see the advertisement anymore.
Attitude
Please describe your general feelings regarding car sharing.
I believe car sharing is …
1. Useless ◯ ◯ ◯ ◯ ◯ Worthwhile 2. Boring ◯ ◯ ◯ ◯ ◯ Exciting 3. Not needed ◯ ◯ ◯ ◯ ◯ Needed 4. Unattractive ◯ ◯ ◯ ◯ ◯ Attractive Intention
Please indicate the extent to which you disagree or agree with the following statements by using the provided scale below.
Strongly Disagree
Neutral Strongly Agree
1 2 3 4 5
1. I have an intention to use car
sharing ◯ ◯ ◯ ◯ ◯
2. I am willing to use car sharing ◯ ◯ ◯ ◯ ◯
3. I plan to use carsharing for travel ◯ ◯ ◯ ◯ ◯
4. I am not going to buy private
cars but use car sharing for travel ◯ ◯ ◯ ◯ ◯
Source credibility
Please describe your general feelings regarding the source.
“To what extent do you believe that the source of the previous advertisement is . . . ” Strongly
Disagree Neutral Strongly
Agree
1 2 3 4 5
1. … a credible source of
information? ◯ ◯ ◯ ◯ ◯
2. … a trustworthy source of
information? ◯ ◯ ◯ ◯ ◯
3. … honest? ◯ ◯ ◯ ◯ ◯
4. … an expert of car sharing? ◯ ◯ ◯ ◯ ◯
Manipulation check
The text of the previously shown advertisement I was exposed to was focused on:
( ) The environment ( ) Cost savings
( ) I am not sure anymore
The previously shown advertisement I was exposed to was communicated by:
( ) A governmental institution ( ) A corporation
( ) I am not sure anymore
Considering the previously shown advertisement, please indicate the extent to which you agree or disagree with the following statement by using the provided scale below.
- I am familiar with the source of the advertisement.
[1 = strongly disagree to 5 = strongly agree]
Demographics and confounders Gender
( ) Female ( ) Male
( ) Do not want to share this information Age _________
Education
( ) Primary School ( ) Secondary school
( ) Senior General Secondary Education ( ) University of Applied Sciences ( ) Academic University Education
Monthly income
( ) Not more than 1000 euros ( ) 1000-2000 euros
( ) 2000-3000 euros ( ) 3000-4000 euros ( ) 4000-5000 euros ( ) More than 5000 euros
( ) Do not want to share this information Remarks
Feel free to leave any questions or remarks below (please do not forget to include your e-mail address in the case of any questions).
Appendix C: Results