Adoption of Sustainability-Oriented Innovation: Case of Shared Mobility in the Czech Republic

Author:

Sudzina FrantišekORCID,Pavlíček AntonínORCID

Abstract

Purpose: The aim of the paper is to investigate whether use of shared mobility could be explained by an attitude towards risk while controlling for sex and age on a sample of Czech university students. Methodology: An online questionnaire was used to collect data. There were 529 respondents. Ordinal regression was used to test an effect of risk-aversion, gender, and age on use of shared mobility. Findings: Risk-aversions and age were found to have a significant impact. Risk-aversion is negatively associated with use of shared mobility, and age is positively associated with use of shared mobility. Research limitations: The research was conducted on a sample of university students. This may explain why the effect of age on shared mobility is positive though other research found it to be negative when surveying also older respondents than in the sample at hand. Implications: It would be advisable for shared mobility platforms to decrease perceived risk of shared mobility (obviously it would be appropriate to minimize actual risk as well), so even more risk-averse people feel fine using it. Originality/value: The original approach in this paper was to risk risk-aversion as a trait as opposed to measuring perceived risk of shared mobility.

Publisher

University of Maribor Press

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