The ongoing globalization is a controversial topic. While it has enabled increased production and consumption, it has also contributed to, amongst other things, environmental and ethical problems. In response to the problems associated with globalization, there has been an increased interest in sustainability. As a result, alternative forms of consumption, like collaborative lifestyles, have become increasingly popular.
The purpose of this study is to explore what motivating factors influence consumers to use collaborative lifestyles. To do so, six motivational factors associated with collaborative consumption were identified through reviewing previous research. A qualitative method and an explorative design were subsequently applied and the data was collected using online focus groups.
The findings of the study show that, as collaborative lifestyles is a wide concept, the prevailing motivational factors for consumers vary between different collaborative lifestyle platforms. However, economic factors still proved to, most often, be the most important motivating factors to consumers. In contrast, personal reputation and curiosity proved to be the least important motivating factors. Furthermore, practical factors proved to be a condition, rather than a motivating factor, to participate in collaborative lifestyles.
The implications of the study are a greater understanding of consumer motivation in relation to collaborative lifestyles. In turn, this can provide companies with the possibility to position themselves more efficiently.
The original value of the study is a closer look at motivation for participation in collaborative lifestyles, a topic that previously has not been explored to any further extent.
|Date of Award||2015-Aug-07|
|Supervisor||Karin Alm (Supervisor) & Kristina Genell (Examiner)|
- Degree of Bachelor of Science in Business and Economics
- 15 HE credits
Swedish Standard Keywords
- Business Administration (50202)
- collaborative consumption
- collaborative lifestyles
- the sharing economy
- consumer motivation
- extrinsic motivation
- intrinsic motivation