Unraveling “GenZers”’ trust and behavioural intention towards adopting car-sharing services on an emerging market

Abstract

The present study aims to analyze the influence of specific predictors (performance expectations, transaction costs, technology adoption) on Generation Z's behavioural intention towards car-sharing, offering a unique perspective by incorporating trust as a mediating factor, while addressing gaps in the current literature. To conduct this analysis, the study uses a quantitative approach, where 527 questionnaires were administered in Romania, an emerging market for car sharing. Subsequently, the analysis was conducted using partial least squares structural equation modelling (PLS-SEM) with emphasis on both the direct and indirect impacts that these factors may have on young individuals' willingness to opt for car-sharing solutions. Findings reveal that the model successfully explains 36.2% of the variance in behavioural intentions towards car-sharing. Key findings of the research confirm the significant positive effects of expectations of car-sharing performance and technology embracement on behavioural intentions to use car sharing but indicate a negative impact of transaction costs on the respective intention. At the same time, unexpectedly transaction costs displayed a positive influence over passengers' trust, while the other drivers had positive influences on passengers' trust, as assumed. The results also highlight the significant mediating role of passenger trust across all hypothesised relationships within the model, pointing to the complex nature of factors influencing car-sharing adoption among Generation Z. The contributions of the research are multi-folded. First, from a theoretical perspective, the study reinforces the use of the Theory of Planned Behaviour (TPB) in the particular context of car-sharing for a specific user category, GenZ, while expanding the TPB model by adding trust as a psychological mediator. Further on, in applicative terms, implications are both practical (i.e., suggesting enhanced management and communication strategies for car sharing providers) and policy oriented (i.e., suggesting policy directions for policy makers in terms of sustainability and awareness development).