YOUTH ACCEPTANCE AND CHALLENGES IN EXPANDING SHARED MOBILITY IN JAPAN: A CASE STUDY OF SAPPORO, HOKKAIDO

Abstract

Shared mobility services, including ride-hailing and carpooling, are attracting growing attention in Japan as alternatives to challenges such as population decline, taxi driver shortages, and ageing transport infrastructure. In April 2024, the Japanese government partially relaxed regulations on paid ride services to alleviate urban taxi shortages. However, institutional rigidity, sociocultural resistance, and a fragmented infrastructure continue to impede widespread adoption. While platform-based mobility is expanding globally, uptake in Japan remains limited due to entrenched institutional and cultural barriers. Young people are expected to play a vital role as future users and providers of shared mobility services. Yet empirical research on their perceptions and acceptance remains scarce, hindering the development of sustainable and inclusive transport policies. This study investigates how youth aged 18 to 29 in Sapporo, Hokkaido, understand and engage with shared mobility through in-depth interviews of 18 participants. Through thematic analysis, the following four factors emerged as elements influencing acceptance: (a) the underdevelopment of services in terms of institution building and visibility; (b) differentiation from well-developed existing services; (c) necessity of proper matching of shared activities and specific national characteristics; and (d) understanding the social diffusion mechanisms behind service adoption. These findings suggest that youth engagement is not merely about convenience or cost but reflects deeper institutional and sociocultural dynamics. Although digitally literate and open to new technologies, young people remain cautious due to concerns over legal ambiguity, social norms, and expectations around service quality. Drawing on insights from a non-metropolitan context, this study repositions youth as co-creators rather than passive users of mobility systems. It argues that shared mobility in Japan should be reconceptualised as part of the broader social infrastructure, requiring institutional innovation, regulatory flexibility, and participatory governance grounded in the notion of social common capital.