THE CONSUMER POTENTIAL OF COLLABORATIVE CONSUMPTION Identifying (the) motives of Dutch collaborative consumers & Measuring the consumer potential of Collaborative Consumption within the municipality of Amsterdam Pieter van de Glind Co-founder: shareNL Founder: Tuintjedelen(.nl) Curator: CollaborativeConsumption.com Contact: [email protected]0637410400
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THE CONSUMER POTENTIAL OF COLLABORATIVE CONSUMPTION
Identifying (the) motives of Dutch collaborative consumers &
Measuring the consumer potential of Collaborative Consumption within the municipality of Amsterdam
Pieter van de GlindCo-founder: shareNLFounder: Tuintjedelen(.nl)Curator: CollaborativeConsumption.com
• Collaborative Consumption• Stakeholders• Research questions• Methods• Results• Conclusions• Recommendations
collaborative conSumption?
traditional Sharing, bartering, lending, trading, renting, gifting, and Swapping redefined through technology and
peer communitieS
acceSSoverownerShip
idling capacityuntapped Social, economic and environmental value of underutilized/idle aSSetS.
collaborative conSumption?
collaborative conSumption?
StakeholderS
The owners of CC-platforms:
“We know the users of our platform really well!”
“People that are not on our platforms? No clue about it...”
StakeholderS
Academics:
“Collaborative Consumption? Must be some kind of sustainable consumption.”
StakeholderS
Media:
“What is the latest news on Collab-orative Consumption?”
StakeholderS
Mainstream businesses:
“It is all nice this AirBnB thing but those bastard homeowners should comply to the same rules as my hotel. How much market share will they take anyway?”
StakeholderS
Politicians:
“We have heard something about Collaborative Consumption. Sounds interesting, but how big will it be-come? What can we do with it? And ehh, what about GDP?”
Economic Affairs AmsterdamDutch National GovernmentThe European Economic and Social Committee
advocateS
Rachel Botsman:
“Collaborative Consumption is a new socioeconomic groundswell. It marks the transition from a 20th century of hyper consumption towards a 21st century of Collaborative Consump-tion.”
tranSition theorythe tranSition to a new Socioeconomic groundSwell?
Jan Rotmans (2012):
“Any transition consists of four pil-lars: strong landscape signals over a longer period of time, policy sup-port, broad consumer support and a change in consumer behaviour.”
reSearch queStionS
What is, and which factors explain, the willingness of Amsterdam citizens to take part in Collaborative
Consumption?
Sub questions: • What factors have caused current users of CC to start using CC?
• What is the willingness of Amsterdam citizens that are not yet taking part in CC to start doing so?
• What factors found in sub question (1) relate to the willingness of Amsterdam citizens that are not taking part in Collaborative Consump-tion to start doing so?
conceptual model
reSearch queStionS
What is, and which factors explain, the willingness of Amsterdam citizens to take part in Collaborative
Consumption?
Sub questions: • What factors have caused current users of CC to start using CC?
• What is the willingness of Amsterdam citizens that are not yet taking part in CC to start doing so?
• What factors found in sub question (1) relate to the willingness of Amsterdam citizens that are not taking part in Collaborative Consump-tion to start doing so?
Extrinsic motives: • Practical need • Financial gains • receiving praise from others
Intrinsic motives: • Social • Environmental
Other explanatory factors: • Online and offline experience • (Social) media • Recommendation
reSultS
reSearch queStionS
What is, and which factors explain, the willingness of Amsterdam citizens to take part in Collaborative
Consumption?
Sub questions: • What factors have caused current users of CC to start using CC?
• What is the willingness of Amsterdam citizens that are not yet taking part in CC to start doing so?
• What factors found in sub question (1) relate to the willingness of Amsterdam citizens that are not taking part in Collaborative Consump-tion to start doing so?
reSearch Sample
A large N-survey (online) among 1330 panel members of the Research and Statistics Department of the municipality of Amsterdam (O+S)
methodS
Imagine you temporarily need a car and the possibility exists to rent a car from a neighbor, how likely is it that you would do this?
Items (What?) Modes of exchange (How?)Taker Provider
• 82% would lend out his power drill• 84% would at least take part in one of the examples• No money > money
reSearch queStionS
What is, and which factors explain, the willingness of Amsterdam citizens to take part in Collaborative
Consumption?
Sub questions: • What factors have caused current users of CC to start using CC?
• What is the willingness of Amsterdam citizens that are not yet taking part in CC to start doing so?
• What factors found in sub question (1) relate to the willingness of Amsterdam citizens that are not taking part in Collaborative Consump-tion to start doing so?
methodS
reSultS
“Renting out the car? My husband would be horrified!”
“You should never lend out your wife, your car and your camera, misery will follow.”
reSultS
Explaining factors • Saving/making money • Meeting people • Contributing to a healthy environment • Recommendation • General social attitude • Social attitude towards the neighbourhood • Environmental behaviour • Online and offline experience
Not explaining factors • Following mainstream media • Being subscribed and/or active on social media (like Facebook) • Already taking part in CC
reSultS
Small significant effects found for all demographics:
• Gender: Women slightly more likely than men • Education level: correlates positively with the dependent variables • Income: correlates negatively with meal, skill and garden exchanges • Age: correlates negatively with garden and accommodation • Ethnicity: minority of non-western foreigners most likely to take part in CC • Household type: people living alone, or alone with children are more likely to take part in CC than other household groups
I do not know this platform 98,7 94,5 92 76,6 98,1
Do you know these platforms?
reSearch queStionS
What is, and which factors explain, the willingness of Amsterdam citizens to take part in Collaborative
Consumption?
Sub questions: • What factors have caused current users of CC to start using CC?
• What is the willingness of Amsterdam citizens that are not yet taking part in CC to start doing so?
• What factors found in sub question (1) relate to the willingness of Amsterdam citizens that are not taking part in Collaborative Consump-tion to start doing so?
concluSionS - i
There is a substantial willingness among Amsterdam citizens to take part in Collaborative Consumption. Different people are willing to take part in different examples of Collaborative Consumption and have dif-ferent intrinsic and extrinsic motives to do so. There-fore, it is concluded that Collaborative Consumptions has a considerable consumer potential.
concluSionS - ii
From a consumer behaviour perspective, the findings from this research indicate that the transition to a new socioeco-nomic groundswell of Collaborative Consumption is indeed taking place and is likely to gain even more momentum over the next years.
recommendationS
• Keep promoting all the benefits of your platform
• Reach out to new demographics groups
• Do not just depend on social media
• Be aware that you are part of a (potential) transition