In the last decades, individual urban traffic flows have increased all over the world with a consequent growth of road congestion and environmental pollution. In this context, car-pooling is an interesting car-based alternative to satisfy the individual mobility demand by optimizing the car loading factor with respect to the number of passengers, provided that all the participants share trip origin and destination in the same time slot. To make the system more appealing, this paper proposes an on-demand car-pooling service adopting variable fares, on the basis of trip length and number of participants. Multi-agent, reputation and recommender system technologies in synergy with a routing algorithm have been used to this aim. Experiments on simulated data proved the potentiality of the proposed approach.
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