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.
Keywords: Sharing, ownership, use, understandings, cognitive, phenomenography