6.1. Motivating Factors of Casual Carpooling Practices
The logistic regression model showed that the type of institution (public or private) was the only influential variable in offering casual carpooling. It is worth mentioning that other variables such as sex, age, and income were not representative to explain differences in the habit of offering rides.
We observe that this happens due to a long standing culture established in the city, especially by UFLA, which encourages this benevolent form of casual carpooling. In this sense, the institutional theory’s lessons can be used, mainly regarding the role of normative isomorphism [
57]. Ref. [
58] pointed out that normative isomorphism occurs when there is a demarcation of conditions, methods, and practices common to activity, defined by shared norms and knowledge with other individuals, generating a similarity among them.
We verified that UFLA had institutionalized the practice of casual carpooling by installing physical pick-up points in avenues within the campus (
Figure 2). The pick-up points indicate the region where the riders in the queue wish as a final destination.
Although there are no explicit signboards outside UFLA’s campus indicating pick-up points, there are "informal" sites scattered throughout the city that lead to UFLA. These sites are generally close to public transportation bus-stops (
Figure 3), similar to those observed in metropolitan areas in the USA [
15].
In the USA, there are policies put in place to stimulate the practice of casual carpooling. Several incentives are offered to drivers, such as access to dedicated lanes and discounts in tolls [
15]. However, contrary to one of the factors of success of the casual North American carpooling, “time-saving incentives for drivers” [
11], there is no municipal or institutional incentive for drivers to offer these rides in Lavras. In addition, rides have no cost to passengers as well. In this way, 91.1% of the drivers do it out of benevolence and solidarity.
One of the factors that encourage this solidarity is the simplicity and agility in offering rides in Lavras. Passengers make a self-organized queue without any outside intervention. Whenever a car stops, visual communication or few words are enough to consummate the ride’s act in this queue. The driver indicates how many passengers can enter the car, while the queue order is generally respected. It is worth noting that eventually, whenever a driver sees someone, he/she knows in the queue, he/she stop a little ahead of the pickup point, and that given person in the queue (regardless of their position) goes to the car.
On the other hand, in the city’s private universities, there are no physical carpooling pickup points on their campuses (as shown of
Figure 2) nor in the city (as shown on
Figure 3 for riders willing to go to UFLA). Such a fact may explain the discrepancy between the percentage of rides to strangers offered by drivers from UFLA compared to drivers from private institutions (45.9% and 10.3%). Such a lack of “physical infrastructure” can act as a motivator to not offer a ride.
In this regard, the importance of trust in the carpooling act is more pronounced among the riders/drivers from UFLA than in the private schools (e.g., the driver’s fear of being robbed/mugged is lower for UFLA’s respondents than those from the private institutions 25% and 43.8%, respectively). In addition, in private institutions, 37.5% of drivers claimed that they do not offer rides because they usually do not encounter riders on their way to university, which may be explained due to the lack of “carpool pickup points” towards those institutions on the streets of the city.
Based on those findings, we advocate that the act of casual carpooling in Lavras is based on:
Solidarity: drivers offer rides out of benevolence. They do not gain financial rewards or municipal incentives to do so.
Simplicity and agility: for both drivers and riders coming and going to UFLA, casual carpooling is an intuitive and straightforward act, with the pickup points at normally placed on strategic points for most drivers, offering these rides does not affect their time-schedule.
No costs to passengers: due to the institutionalized benevolent carpooling culture in the city, an unspoken sense of mutual trust is naturally installed. Thereby riders have no costs and are willing to accept and trust to carpool with unknown drivers and other unknown passengers.
Institutionalized pickup points: lead legitimacy and practicality to casual carpooling’ act.
One important peculiarity of those mentioned above casual carpooling practices is the role of solidarity (benevolence). They are far from the profitability concerns mentioned in the analysis of the characteristics of a MaaS. By being a long, well-established practice among UFLA’s community, and we observed that these benevolent rides are inherent to the institution’s culture, and it can be justified by normative isomorphism since the university counts with several formal and informal pickup points, but also by being a common-place practice shared by its members. This cultural practice allows users to have confidence in these sharing services [
59]. However, trustworthiness relates to safety issues and not to the characteristics identified for the MaaS in terms of guaranteeing correct real-time information, a high level of quality, or offering reliable transport services.
Thus, we consider this institutionalized UFLA’s casual carpooling practice as being aligned with [
53] (p. 721) concept of sharing (see
Figure 4 for further details).
So, the act of providing shared rides is not suited for everyone. Thereby, it is essential to outline the user groups identified in our sample:
Supporters of casual carpooling for acquaintances;
Supporters of solidary casual carpooling for anyone;
Supporters of casual carpooling for anyone given some incentives provided;
Non-supporters of casual carpooling—drivers and riders that do not engage in casual carpooling activities.
By being a relation that mitigates interpersonal boundaries posed by materialism and possession (by private car-sharing); we believe that within the “sharing in–sharing out” spectrum proposed by [
53], the practice of group 2 (supporters of solidary casual carpooling for anyone) is closer to the concept of “sharing in”.
Figure 4 demonstrates the identified groups plotted in [
53] spectrum of sharing in–out.
By analyzing
Figure 4, we advocate that group 1 should be placed on the left-end of the spectrum, within the sharing in concept propose by [
53]. Group 2 suggests a level of openness that enables the self-extension [
53]. In contrast, group 3 is placed on the opposite right-end of the spectrum.
Carpooling enabled by incentives resembles the rental of a vehicle by a car-sharing company, as suggested by [
53]. It meets general MaaS characteristics: high level of service quality (as to reliability, strong reputation, and safety), simplicity (user-friendly, and convenient service), neutrality (presents available mobility options in a transparent way), flexibility because adaptable to changing customer needs. The distinction is that, in the carpool case, the activity is not configured as a business.
The presence of group 2 in the spectrum is only possible due to the analyzed context’s peculiar institutional environment. However, this does not mean that such a group cannot exist in other contexts or even be stimulated. In addition, as we advocate towards a context-adaptive MaaS, this group can and should be used as a carpool catalyst to insert a MaaS business model.
The group of non-supporters of casual carpooling (4) is outside of the sharing spectrum. For this group motivating rewards would hardly be accepted. Further, due to their resistance to sharing, this group would have a particular aversion to MaaS. According to [
4], MaaS is not meant to serve all; there will always be a demand that will not be fulfilled. However, stimuli can make drivers ride to other passengers besides acquaintances for the other groups (1, 2, and 3).
6.2. Urban Planning Strategies to Implement Casual Carpooling in a MaaS Scheme
Although we consider public transports to be a key actor for MaaS schemes, it cannot be generalized as a MaaS backbone. That being true, MaaS could not be adaptable to places where public transport is inefficient (and desperately needs mobility solutions). Based on our observations, we propose that casual carpooling practices might be a viable alternative for the implementation of MaaS. Indeed, we conclude that in UFLA Campus, drivers predisposed to use MaaS offer rides in most cases (82.3%). This number rises to 93.2% when stratified for the public institution. However, we need to structure this modal transport initiative so that casual carpooling becomes an efficient possible choice of services integrated into a MaaS.
Our first thought is that casual carpooling should not be made available to all MaaS users [
4]. This strategy is based on the customization option offered by the service provider. In a MaaS scheme, transport options are offered to the users based on their personal preferences. For instance, a user who is not open to physical exercise may not have bike-sharing among his/her transportation options. Likewise, MaaS users should only have the option of accessing casual carpooling as a mode of transport if they are part of a specific interest groups (e.g., universities or enterprises).
The MaaS platform’s customization could provide casual carpooling as a transport mode for the same company or university users. For instance, users (e.g., a student, professor, administrative staff, and so on) from the same institution would have access to casual carpooling among their MaaS transport modes, whereas this option would not be available to other users who are not part of this given university.
Moreover, based on logistic features, universities and big companies have common drop-off locations [
11]. The institution as a unit can also encourage the act of sharing due to the safety and possible inherent social links established among its members [
53].
Although the solidarity profile exists, we observed that some reward would motivate a more outstanding commitment to casual carpooling for anyone (48.8%). However, casual carpooling is a user-organized system [
15]. In this way, establishing prices per ride/trip to be practiced among passengers and drivers would be quite complicated due to a lack of governance structures and mechanisms. In addition, stipulating prices per ride/trip could cause rebound effects [
60] and transform casual carpooling into a business, such as Uber.
In this way, we propose that the financial rewards should be converted into credits into the drivers’ MaaS accounts. A similar proposal to obtain credit is pointed out by [
61]. Thus, the driver (consumer) becomes the service provider and user of the MaaS platform (prosumer). For instance, the consumer can offer, as a driver, casual carpooling (service provider); however, eventually, they can choose to use public transport, a bike-sharing service, or even casual carpooling itself, but as a passenger (user).
Further, we suggest that casual carpooling in a MaaS scheme should also be offered for free to passengers. That strategy is justified because this modal does not need governance; on the contrary, it must remain user-run (self-governed), and act only as support for MaaS implementation (
Figure 5).
Furthermore, the destinations served by casual carpooling are specific to certain regions. We observed that casual carpooling is better suited to fulfill the first or last-mile issue, given that the passengers who live near the final destinations are more willing to get a ride (see
Table 2). For this, casual carpooling users are most likely to need transport connections to complement their transportation needs to commute to other locations.
Thus, an urban planning strategy for implementing casual carpooling in a MaaS scheme is based on four pillars:
Unified drop-off points: with universities or enterprises as compelling alternatives due to their large number of commuters. Further, such commuters are likely to present similar social circles, which may contribute to the act of sharing.
Modal customization: casual carpooling will not be for every MaaS user. This modal will only be available for users inserted in specific environments (e.g., unified drop-off points) that allow the creation of supply and demand.
Credit rewards in MaaS: it would feedback the system, making providers of casual carpooling to be included in MaaS as users as well.
No additional costs for passengers.
The strategy of implementing casual carpooling expands the possibilities for MaaS users who are part of specific institutions. Thus, casual carpooling is a positive strategy for the urban mobility scenario, as the incentives offered to drivers are expected to expand the offer of drivers willing to offer a ride while still meeting demand (the maintenance of this free mode). Thereby, casual carpooling as a transport mode within MaaS will remain simple, free of charge for passengers, encouraging drivers with incentives and rewards and targeting specific audiences.