Citation: B˛ ak, A.; Nawrocka, E.; Jaremen, D.E. “Sustainability” as a Motive for Choosing Shared-Mobility Services: The Case of Polish Consumers of Uber Services. Sustainability 2022, 14, 6352. https://doi.org/10.3390/su14106352 Academic Editor: Aoife Ahern Received: 26 April 2022 Accepted: 19 May 2022 Published: 23 May 2022 Publisher’s Note: MDPI stays neutral with regard to jurisdictional claims in published maps and institutional affil- iations. Copyright: © 2022 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https:// creativecommons.org/licenses/by/ 4.0/). sustainability Article “Sustainability” as a Motive for Choosing Shared-Mobility Services: The Case of Polish Consumers of Uber Services Andrzej B ˛ ak 1 , El ˙ zbieta Nawrocka 2 and Daria E. Jaremen 2, * 1 Department of Econometrics and Computer Science, Wroclaw University of Economics and Business, ul. Komandorska 118-120, 53-345 Wroclaw, Poland; andrzej.bak@ue.wroc.pl 2 Department of Marketing and Tourism Management, Wroclaw University of Economics and Business, ul. Komandorska 118-120, 53-345 Wroclaw, Poland; elzbieta.nawrocka@ue.wroc.pl * Correspondence: daria.jaremen@ue.wroc.pl; Tel.: +48-75-75-38-235 Abstract: (1) Background: Uber Technologies are currently changing the pattern of urban transport. Statista reports that in the period 2017–2019 alone, the average monthly number of active Uber users worldwide increased by 126.5%, and the average monthly number of Uber trips grew by 115%. The purpose of this article is to identify the most important motives encouraging both current and potential customers to use Uber “taxi” services. Particular attention was paid to the factor of perceiving these services as a more sustainable way of meeting transport needs. Uber creates its image specifically on the idea of sustainability. (2) Methods: The operationalization of the sustainability concept was based on three dimensions: ecological, social and economic. The CAWI (Computer-Assisted Web Interview) technique was used to collect the research data. The representative research sample covered 1003 Poles. A logistic regression model was used to analyze empirical data collected based on the survey. The data analysis used R program and the selected packages for this program. (3) Results: Among the most important motives, sustainability is the most frequently indicated. (4) Conclusions: The choices of Uber services are significantly influenced by the reasons related to two sustainability pillars—one social and one economic. The factors significantly influencing consumer decision-making processes related to the use of shared mobility services belong to the following groups of motives: sustainable development, knowledge of information and communication technologies (ICT), innovation, user convenience and savings. The findings from the study can become the basis for organizations and local authorities to undertake appropriate marketing activities to promote shared-mobility services (SMS) and support sustainable and environmentally friendly development. Keywords: shared-mobility services; sharing economy platforms; uber; transport; sustainability; motives 1. Introduction Shared-mobility services (SMS) remain a part of a wider sharing economy (SE) phe- nomenon developing in various spheres of the economy, i.e., finance, accommodation or transport. Today transport systems have become multimodal and the evolution of shared mobility has resulted in its many forms. It is about the shared use of a vehicle, motorcy- cle, scooter, bicycle, or other travel mode that provides users with short-term access to a transportation mode on an as-needed basis [1,2]. Accessing them is provided by the digital platforms related to Mobility-as-a-Service (MaaS) [3]. The presented SMS is defined as a type of the real-time car sharing based on location. The provision of these services is based on using geographic information systems (GIS) and technologies of global positioning systems (GPS) [4], combined with mobile technologies to organize shared rides arranged between drivers and passengers. Digital SMS platforms allow individuals using their car to transport others in return for a fee. In order to book a ride, customers use a smartphone application where they can additionally track the location of the required vehicle. Payment Sustainability 2022, 14, 6352. https://doi.org/10.3390/su14106352 https://www.mdpi.com/journal/sustainability