From generation me to generation we es of using car sharing services

Abstract: Previous studies have shown that people’s consumption habits are difficult to change. Consumers in the western countries are becoming more used to certain lifestyle where access to cheap products and easy solutions is decisive. However, studies show that consumers are not willing to change toward more sustainable and ethical habits due to economical and institutional apprehension. In the recent years, many different ways of sustainable and yet profitable consumption both for the consumers and business are being introduced in the market, as for instance access-based consumption such as car sharing. Car sharing is a collaborative form of consumption that provide individuals with the access to a car when needed, without the transfer of ownership. As such, this thesis focuses on values behind consumers involvement in access-based consumption activities. In order to do so, Sunfleet, which is a car sharing organization in Sweden, were used as a demonstrative example. Three different types of values of high importance were founded that are connected to consumers involvement in access-based consumption for consumers using car sharing services. In this particular research; Sunfleet. The values that are found are; Economic, Mental Energy and Identity, all three with several under dimensions which are: save money, depreciated asset, responsibility, financial stress, identity creation, and aesthetics values. The findings are in line with previous researches that stress over the importance of economic value and says that this value tend to be the most meaningful cue for using services as such. However, this study further has contributed to new findings within the research fields of values and access-based theories, due to the found concept of mental energy, aesthetic value and depreciated assets.