Collaborative Consumption: A Proposed Scale for Measuring the Construct Applied to a Carsharing Setting

Abstract

In recent years, there has been a significant shift towards greater collaboration in various spheres of society, in which the creation of value from shared resources while balancing self-interest and community well-being is emphasized. Consumption has ceased to be characterized exclusively by the purchase and possession of goods; instead new collaborative initiatives represented by exchanges, loans, renting, and other forms of sharing that allow consumers access to a good or service only in the time they are necessary have appeared. However, few studies have attempted to measure the reasons that lead consumers to practice collaborative consumption. Therefore, the main objective of this article is to propose a scale that measures the motivators, facilitators, and constraints for this mode of consumption. For this, a study was conducted among carsharing users in Brazil, which aimed to purify and validate the proposed scale. The results indicate that collaborative consumption applied to a carsharing setting is composed of six dimensions and confirm the validity and reliability of the studied construct. The discussion highlights the study findings and offers suggestions for further research into this topic.

Why buy new when one can share? Exploring collaborative consumption motivations for consumer goods

“…Since collaborative consumption activities such as renting, trading and purchasing secondhand items are rather unique and different from the traditional shopping process, shoppers may view these activities as more fun and exciting for the sake of new experience.It was found that the dimension of convenience, previously recognized as one of the most significant underlying dimensions of collaborative consumption(Dall Pizzol et al, 2017;Lamberton & Rose, 2012), was not found to be a significant factor in this study. Since collaborative consumption activities such as renting, trading and purchasing secondhand items are rather unique and different from the traditional shopping process, shoppers may view these activities as more fun and exciting for the sake of new experience.It was found that the dimension of convenience, previously recognized as one of the most significant underlying dimensions of collaborative consumption(Dall Pizzol et al, 2017;Lamberton & Rose, 2012), was not found to be a significant factor in this study.…”

“…As the literature has pointed out (Botsman & Rogers, 2010;Dall Pizzol et al, 2017;Hamari et al, 2016;Möhlmann, 2015), consumers have recognized that sharing is more environmentally friendly than constantly buying new products, leading them to try collaborative consumption as an alternative. The first identified dimension was concern-for-sustainability, which suggests that consumers who are environmentally conscious about reducing waste in society demonstrate stronger orientation towards participating in collaborative consumption.…”

“…In particular, a significant amount of research has studied ride sharing (Bardhi & Eckhardt, 2012;Dall Pizzol et al, 2017;Lamberton & Rose, 2012;Möhlmann, 2015), likely for its reputation as a successful business model for collaborative consumption. In particular, a significant amount of research has studied ride sharing (Bardhi & Eckhardt, 2012;Dall Pizzol et al, 2017;Lamberton & Rose, 2012;Möhlmann, 2015), likely for its reputation as a successful business model for collaborative consumption.…”

“…Despite the compelling market growth and its contribution to sustainable consumption practice, only a limited amount of research has been devoted to collaborative consumption of consumer goods. Prior research contexts have focused primarily on the collaborative consumption of intangible assets such as car/ride sharing (Bardhi & Eckhardt, 2012;Dall Pizzol, Ordovás de Almeida, & do Couto Soares, 2017) and space sharing (Möhlmann, 2015;Tussyadiah, 2015). It has been researched that consumers share intangible assets (e.g., ride, space) for the reasons of convenience, economic benefits and sustainable practice.…”

Sustainable Consumer Behaviour: A Collection of Empirical Studies

“…Collaborative Consumption: A Proposed Scale for Measuring the Construct Applied to a Car-Sharing Setting [11] reports on the construction of a car-sharing scale in Brazil. Starting with 29 items, 9 items were removed because of their performance in exploratory factor analyses.…”