No chatterboxes allowed to my car – The Finnish perspective on carpooling

Abstract

This thesis aims to explore the factors influencing carpooling views, impressions, and potential behaviours among Finnish consumers, highlighting the unique cultural and societal characteristics of Finland affecting those. Carpooling, defined as the shared use of a private vehicle for a common journey, offers potential benefits such as cost savings, reduced traffic congestion, and lower carbon emissions.

To explore attitudes for carpooling in Finland, a comprehensive literature review regarding sharing economy and carpooling was conducted, along with semi-structured interviews with Finnish consumers about the topic. Hofstede’s Cultural Dimension theory was used as a theoretical framework.

The study identifies low awareness and fragmented information about carpooling, reduced practicality and Finnish social norms as major barriers. It also examines the role of digital platforms in building trust and facilitating carpooling adoption. The findings suggest that while financial and environmental benefits are significant motivators, cultural factors such as the value placed on privacy and individualism might pose significant challenges. Trust-building mechanisms and targeted marketing strategies are recommended to enhance the adoption of carpooling in Finland.

The study addresses that choosing carpool as a transportation method is not only a practical or an economical choice, but more profound decision based on values and preferences of the individual. This thesis provides insights for policy-makers and carpooling service providers aiming to promote sustainable transportation practices in Finland and potentially other Nordic countries.