Autori:
Zucchella, Antonella,
Magnani, Giovanna,
Bertolotti, TommasoTitolo:
Cognitive aspects of car sharing in Millennials. Active sharers and reluctant usersPeriodico:
Mercati e competitivitàAnno:
2018 - Fascicolo:
1 - Pagina iniziale:
39 - Pagina finale:
62In 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.
SICI: 1826-7386(2018)1<39:CAOCSI>2.0.ZU;2-P
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