China’s economic success over the past decades has led to a massive increase in private car consumption. Even though this rise in private car use has positive societal effects, it is favorable to...Show moreChina’s economic success over the past decades has led to a massive increase in private car consumption. Even though this rise in private car use has positive societal effects, it is favorable to limit the consumption of private cars from an environmental point of view. For instance, because private cars cause a large amount of carbon emissions. One way to reduce private car use is by adopting shared cars. Earlier studies showed that consumers portray a positive attitude towards shared cars, but adoption rates remain low. To help the promotion of carsharing, this thesis has studied what values Chinese consumers create when using a car sharing service. This was done by distributing a qualitative questionnaire among mostly Chinese university students and analyzing the results by using the theory of consumption values. The findings of this survey showed that functional and emotional values are the most salient considerations for using shared cars. With regards to functional values, a car sharing service should be convenient, low-cost, and of high quality. To enhance emotional values, shared cars should be safe and hygienic, and provide freedom for users to go wherever they would want to go. The findings of this thesis show that the theory of consumption values is applicable to analyze consumption behavior within the sharing economy. Practically, the findings of this thesis also allow car sharing service providers to improve and promote their offerings.Show less