Peer-to-peer (P2P) car sharing offers a promising pathway to improve the environmental sustainability and equity of urban transport systems. This study aims to explore the demand and supply-side factors that can drive the growth of P2P car sharing in Italy. We conducted an online survey targeting residents in Italy, collecting data on preferences from both potential renters and car owners, capturing not only socio-demographic characteristics but also detailed insights into respondents' current mobility habits, perceptions, and attitudes towards the risks and potentialities of P2P car sharing.

Our findings reveal that for potential renters, the primary determinants of demand are price sensitivity, particularly regarding service fees, deductibles, and overall cost transparency. Renters also place significant importance on the convenience of accessing vehicles, with proximity to available cars and the ease of unlocking the car being crucial factors influencing their decisions.

Both renters and car owners view the platform manager's commission as an important factor, as it impacts the service’s cost-effectiveness and overall appeal. These insights suggest that a successful P2P car sharing model must strike a balance between affordability, convenience, and trust to encourage higher participation from both renters and car owners.

These insights have implications for both policymakers and operators. Policymakers can use these findings to develop regulations that foster a supportive environment for P2P car sharing, addressing barriers such as insurance and tax challenges and ensuring equitable access. For operators, the results offer actionable guidance for optimizing platform design, including pricing strategies, insurance options, and user experience features.