ABSTRACT
Purpose>The primary goal of this study is to determine the predictors of on-demand ridesharing intention in an emerging economy. For this purpose, the study uses the theoretical underpinnings of the theory of planned behavior (TPB).Design/methodology/approach>The study surveyed 347 frequent users of ridesharing services using a set of pre-validated scales. The resulting data were analyzed using covariance-based structural equation modeling (CB-SEM).Findings>The results of SEM analysis disclosed that the significant factors contributing to ridesharing intention are awareness of environmental consequences, subjective norm, perceived behavioral control and attitude (towards ridesharing).Practical implications>This empirical research provides statistically robust insights for developing marketing strategies that attract more individuals toward ridesharing services.Originality/value>This research has remarkable significance as it is one of the pioneering studies that critically examine the determinants of ridesharing intention from a South Asian emerging economy. Further, the extended TPB framework proposed in this study explains 71.4% variance in ridesharing intention, which is significantly higher than existing studies, with none of them explaining more than 70% variance.