Millennial ride-share passengers’ pro-sustainable behaviors: norm activation perspective

Millennials are considered more conscious socially, culturally, and environmentally than previous generations. In addition, ride-sharing has been acknowledged as a means of sustainable consumption, but little empirical research has examined how ride-sharing allows this generational cohort to experience a destination. Drawn on norm activation theory, this paper examines how millennials perceive the wider economic, social, and environmental impacts on a destination of adopting ride-sharing. In a sample of American college students who had used ride-sharing while traveling, our findings indicate that ride-sharing facilitates the activation of travelers’ personal norms and pro-sustainable behaviors. Based on the findings, theoretical and practical implications of this investigation are discussed.