This research highlights the temporary (re)negotiation of formal, informal, individual or collective norms between drivers and passengers in the context of carpooling, as well as the resulting adjustment of their respective behaviors, which can take forms of deviance, during the provision of the service. It underlines the importance of taking into account the temporal dimension of the carpooling service to understand these phenomena, namely an upstream phase, a phase during and a phase after the service. This research also aims to lead a reflection on the managerial and societal levels.