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Cognitive aspects of car sharing in Millennials. Active sharers and reluctant users

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  • Giovanna Magnani
  • Tommaso Bertolotti
  • Antonella Zucchella

Abstract

In this paper, we analyze how car sharing is experienced by both active sharers and reluctant users. We integrate the consumer culture theory perspective with a cognitive approach to gain knowledge as to the cognitive aspects involved in the decision to use car sharing services. Through a phenomenographic design, we explore the different understandings of car sharing on a sample of Italian Millennials, interviewed either with a dedicated Focus Group or through in-depth individual interviews. Within our design, we employ what we call a "cognitive approach" to Focus Groups. We find three emerging understandings of car sharing and hypothesize that Millennials? attitude towards the sharing economy may be affected by a mild extent of cognitive dissonance.

Suggested Citation

  • Giovanna Magnani & Tommaso Bertolotti & Antonella Zucchella, 2018. "Cognitive aspects of car sharing in Millennials. Active sharers and reluctant users," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(1), pages 39-62.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2018-001004
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    Cited by:

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    4. Simone Del Sarto & Michela Gnaldi, 2022. "Spare time use: profiles of Italian Millennials (beyond the media hype)," Statistical Methods & Applications, Springer;Società Italiana di Statistica, vol. 31(5), pages 1403-1428, December.

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