The Role of Mobility-as-a-Service (MaaS) Providers in Co-Creating Sustainable Product Life Cycles : a qualitative case study of electric vehicle rental companies in Sweden & Denmark

Abstract: This study examines the crucial role of Mobility-as-a-Service (MaaS) providers in promoting sustainable consumption and production in the electric vehicle (EV) industry. Europe's goal of achieving zero greenhouse gas emissions by 2050, as outlined in the European Green Deal, has propelled the expansion of EVs. However, increased EV usage and associated battery production have amplified the demand for natural resources like cobalt, leading to environmental and social concerns. This study illustrates a novel approach to integrating sustainability principles into business operations, such as having MaaS providers encourage users to be involved in the rental electric vehicle's design, production and consumption rather than just merely involve users in their rental service's design, production and consumption. By exploring the role of MaaS providers in promoting a more sustainable product life cycle, this research expands the understanding of how businesses can extend their sustainability practices to include consumers. Employing a multi-case study approach, this study also identifies the challenges and benefits in co-creating practices with users. In the finding, online platforms were most often used for rental and shared service provisions to co-creating with consumers to prompte sustainable EV life cycle. However, each of the four companies provided different insights into the design, production and consumption of the EVs. The findings of this study will provide valuable insights for EV service providers and policymakers, illuminating three co-creation spacess (co-creating design, co-creating production and co-creating consumption) as sustainable strategies for EV production and consumption. This knowledge can contribute to the change management and risk assessment literature in the field of business administration, providing practical implications for businesses considering the transition to sustainability.