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While carpooling mode-share has been declining since the 80s, the growing digital sharing-economy has resulted in many initiatives of nonprofit self-organized ridesharing (SORS), that contribute to local sustainability. However, despite its promising potential, thus far, the diffusion and scaling of SORS have been insignificant and there is still insufficient knowledge on its attributes, evolution dynamics, diffusion processes, and influencing factors. Based on the assumption that better understanding of the complex phenomenon can improve its widespread dissemination, this study provides innovative perspectives on SORS by methodically exploring a social network-based case study through the lens of a recently developed conceptual framework. Online data were gathered and analyze through netnography and descriptive statistics, and supplemented by interviews, documents analysis, and field observations. The systematic examination highlighted the key mechanisms underlying the initiative and provided insights into the transition of its users from individuals into a community of purpose. Through collaborative learning, norms are shaped in the virtual arena, and more sustainable behavior emerges. Furthermore, through this exploration, we demonstrated the utility of the applied framework and broadened its constructs. Study findings can support successful replication efforts, and hence, promote more sustainable transportation habits.

From individuals to a community of purpose: A methodical exploration of self-organized ridesharing initiative