JakartaPost-Sept 14
Ride-hailing apps help us manage almost every daily task, from commuting and dining to grocery shopping, all from our smartphones. But with millions of ride-hailing drivers taking to the roads every day, this convenience also contributes to air pollution. To offset this, platforms such as Gojek and Grab have introduced various green initiatives, including promoting electric vehicles, offering carbon-neutral rides and encouraging users to support carbon-offset programs. Yet even when such features are available in the apps for users to choose, users’ willingness to adopt these green options remains stagnant. Simply offering green features does not guarantee participation. For many users, these options are easy to overlook or ignore. Others might wonder: Does this contribution actually make a difference? Does the company genuinely care about the environment, or is it just a green image makeover? In the ride-hailing business model, users are often passive consumers. They open the app, select a destination, pay and wait for the ride to arrive. The platform and driver are responsible for delivering the service, while users simply enjoy the benefits. Sustainability programs, however, require users to take a more active role. They could choose lower-emission vehicles, support tree-planting initiatives or participate in challenges that help reduce their carbon footprint. The question, then, is how platforms can encourage users to voluntarily participate in creating environmental value, a concept known as green customer co-creation behavior. Green campaigns should go beyond slogans such as “eco-friendly” or “save the Earth.” Users need clear evidence of what their contributions achieve: where their money goes, which programs it supports and what measurable impact it creates. Without this information, users may become skeptical and dismiss green initiatives as marketing gimmicks. Concerns about greenwashing are understandable. Simply adding green features to an app is only a first step. Platforms must also demonstrate meaningful action and be transparent about their environmental efforts. In our research, we surveyed 300 ride-hailing users in Indonesia. We found that users generally trust green features. But trust alone does not determine whether users will act. They also need to connect sustainability with their personal values, beliefs and sense of responsibility. Read more at:
