A cultural perspective on informal ride sharing

Purpose – Although the literature on dynamic ride sharing has grown significantly, there remains a notable gap in understanding informal ride sharing, particularly within the context of developing countries. Informal ride sharing remains prevalent in sociocultural environments where community-level sharing thrives. The purpose of this study is to explore the cultural sharing values that influence consumers’ engagement in informal ride sharing. 

Design/methodology/approach – This study adopts a qualitative methodology based on semi-structured interviews and uses data-driven thematic analysis approach to analyse 45 semi-structured interviews conducted with participants who reside in Lagos, Nigeria. 

Findings – This study identifies four sub-dimensions and three key roles of cultural sharing values that influence consumers’ engagement in informal ride sharing. These sub-dimensions − interdependence, functional value, cultural morality and obligation are underpinned by distinct cultural value orientations. Together, they serve as motivating and inhibiting factors that shape consumer engagement. 

Practical implications – This study has implications for policymakers and mobility planners by emphasising the significance of informal ride sharing within specific sociocultural contexts. The findings provide consumer-focused insights that can inform the design of culturally responsive transport strategies that recognise and leverage the prevalence of informal sharing practices. 

Originality/value – Adopting a cultural lens, this study provides novel insight into the role of cultural sharing values and how it shapes consumers’ engagement in informal ride sharing.