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

Seojin Lee, Woojin Lee, Kyung Hyan Yoo

Research output: Contribution to journalArticlepeer-review

19 Scopus citations


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.

Original languageEnglish (US)
JournalAsia Pacific Journal of Tourism Research
StatePublished - Jan 1 2019


  • Collaborative consumption
  • millennials
  • norm activation theory
  • personal norms
  • ride-sharing
  • sustainable consumption

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management


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