Sustainable business models impacting consumers’ attitudes

Sustainability issues are becoming a major concern for consumers and, accordingly, businesses. The latter are striving to engage consumers in new sustainability product/service offerings, which are increasingly in demand. A meaningful example of a business model offering sustainable services is represented by the car sharing business. The aim of the paper is to explore how car sharing can influence consumers’ attitudes toward sustainable consumption. The study shows that users mainly join the service for functional benefits, yet symbolic benefits that address sustainability stances also emerge. Hence, the service seems to implicitly heighten consumers’ sustainability attitudes. Managerial implications are drawn