E&M

The article examines the current adoption of shared mobility alternatives, specifically micromobility and car-based services, by Gen Zers and Millennials in Western and Asian countries, with the intent to understand how to promote these behaviors and facilitate the transition toward more sustainable mobility models. The findings indicate that such services do not replace other modes of transportation; rather, they complement existing means of mobility, playing an integral role in users' multimodal urban journeys. Nonetheless, the price and the risk of finding no available vehicles prevent many potential users from taking advantage of these options. The study provides insights for companies operating in the shared mobility domain on how to reduce costs (and prices) by fostering active collaboration with users, marking a transition from shared to collaborative mobility.