Correa, Jessica Lucia
University Aged Millennials' Attitudes and Perceptions Toward Vehicle Ownership and Car Sharing
Car-sharing may have the potential to contribute to a more sustainable transportation system. The current research sought to answer the question: what are university-aged Millennials' perceptions and attitudes toward the adoption of vehicle sharing and private vehicle ownership? The research consisted of hosting six interactive focus group sessions with Millennial students, who currently do not own vehicles. Using a qualitative approach, I analyzed the discussions through a social practice theory lens. I suggest that skills, meanings, materials, and social interactions have an influence on the way in which a transportation option is perceived by Millennials. The results revealed that social norms surrounding vehicle ownership and car sharing are being developed, shaped, changed, challenged and reconstructed. If car-sharing businesses, universities, and governments wish to progress toward a more sustainable transportation system, they should recognize the importance of marketing.
Author Keywords: Car ownership, Car sharing, Millennials, Sustainability, Transportation, University