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The Evaluation of Car Sharing Service Attributes to Raise Acceptance of Electric Vehicles: Evidences from an Italian Survey Among University Students
ISSN: 0148-7191, e-ISSN: 2688-3627
To be published on September 27, 2020 by SAE International in United States
Sharing mobility has led to a reduction of car ownership with consequent decrease in impacts from a multiple economic, social and environmental perspective. One way of reducing emissions in traffic is to establish the use of electric vehicles (EVs). Insufficient knowledge and high uncertainty towards EV technology can represent a barrier to the acceptance of these new forms of mobility. University students are recognized as a prospective customer group for car sharing services, very receptive to technological innovation. This study proposed a methodology to investigate student user profile defining the heterogeneous preferences regarding a mix of attributes of the service design and to assess the impact of car-sharing experience on acceptance of EVs. Preferences for specific service attributes have been explored (e.g.rate, type of subscription, different power systems) and possible predictors have been tested (e.g. car ownership, neighborhood walkability, ecological awareness) by using a quantitative analysis with car-sharing users and non-users. This methodology has been implemented in the city of Enna (Italy), where university population constitute a high percentage of residents and a recent station-based car sharing service has been implemented. Besides the demographics characteristics, the students’ demand of mobility and their willingness to pay have been investigated through mixed survey data analysis in applyng Likert scale. First results show that experience in using car-sharing services, especially EV car sharing, lead to higher acceptance of EV technology. Furthermore, it emerged a homogeneous propensity towards critical aspects of service adoption like costs and use convenience. This study lays the basis for more in-depth research to the attributes relating to the type of scheme of car sharing in an initiation or reconversion phase, in order to improve the use of the service both for home-school and home-leisure trips and at the same time discouraging the use of the private vehicle.