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Semelhante a Understanding collaborative consumption in emerging economies: the case of Brazil
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Understanding collaborative consumption in emerging economies: the case of Brazil
- 1. Understanding collaborative consumption in emerging economies: the case of Brazil Francesca Hansstein | Shanghai University of Finance and Economics, Shanghai, China Fabián Echegaray| Market Analysis, Brazil Global Food Security and Sustainability Conference Beijing| September 4-7, 2016
- 2. • Collaborative consumption (CC) refers to individual preferences to exchange, rent or borrow, give or obtain goods and services, rather than buy and own them. • through peer-to-peer networks or usage fees for access • in online and/or offline environments • Exs: car, bike, and home sharing, clothes, book and tools swaps or rentals, time-banks, coworking spaces, crowd-sourcing, etc. Background
- 3. • CC is a key strategy towards sustainable consumption (Prothero et al. 2011; Botsman and Rogers 2011; Schor 2014) • it encourages higher efficiency in resource usage longer product lifecycles • it reduces waste generation and natural resources depletion • it educates to address needs/wants by focusing on outcome generation, not product possession dematerialize consumption Background
- 4. • Very little empirical research • Most research covers highly developed nations • This paper aims at filling few gaps: • Combine theoretical model with empirical evidence • Research in a developing country (i.e. Brazil) • Understand what factors affect specific collaborative consumption practices Background
- 5. CC in Brazil • 1/3 of all CC activities in Latin American • Consumer outreach of 14.5m individuals in major urban hubs • USD 265m worth in 2018 (Página 22, 2015) • Transportation, services to companies, and sharing physical spaces Background
- 6. Conceptual Framework: Theory on Planned Behavior Red circles indicated the constructs we added to the original model
- 7. The core TPB model • H1: Favorable interpretations of shared consumption in terms of their material and/or emotional effects will encourage individuals’ involvement with collaborative practices (ATTITUDE +) • H2: Social norms encouraging collaborative consumption will correlate with more favorable predispositions and enactment of shared consumption behaviors (SOCIAL NORMS +) • H3: Higher feelings of perceived control over the enactment of shared conducts will be conducive to a stronger adoption of collaborative behaviors (PBC +) Research Hypotheses
- 8. The extended value-based model • H4: Individuals exhibiting greater green sensitivity will report more positive attitudes towards collaborative consumption (GREEN SENSITIVITY +) • H5: Stronger recognition of a pro-sociability and pro-community payoff (thereafter labeled ‘pro-social reasons’) in shared consumption will motivate individual’s involvement with collaborative consumption (PRO-SOCIAL PAYOFF +) • H6: Market reformist orientations will correlate with favorable predispositions towards shared consumption (MARKET REFORMIST ORIENTATION +) • H7: Inter-personal confidence will increase the intention to get involved in future collaborative consumption practices as well as behaviors (TRUST +) Research Hypotheses
- 9. Socio-demographics • H8: Socio-demographics factors affect CC practices. In particular: • H8a: Females are more likely to engage in collaborative consumption behavior (GENDER) • H8b: Younger individuals will have a higher intention and behavioral record of engagement in shared consumption practices (AGE) • H8c: Individual involvement with collaborative consumption will increase education and income (EDUCATION and INCOME) Research Hypotheses
- 10. • Survey data collected between January 18th and February 12th, 2015 • Target: Brazilians living in 11 metropolitan areas • Sampling: multi-stage probability selection criterion • Data collection method: face to face interview • Sample size: 905 cases of which about 20% (179 cases) were familiar with some type of collaborative consumption practices Data
- 11. • The questionnaire was built on the basis of the TPB • Respondents were asked about awareness, ability to recall one or more examples of it, their direct experience, self-reported likelihood of adopting specific practices in the future and several attitudes and beliefs towards it • Each construct of the TPB was measured by a set of questions • Most of the questions required a 4 point Likert scale on their agreement or likelihood level towards several statement Questionnaire
- 12. Have heard or read about CC Have engaged in forms of CC – past year Awareness levels and incidence of CC behaviors 7% 20% 79% 1% Sim Não NS/NR Yes No DK/NA
- 13. CC in Brazil: awareness, usage and intent to use by type of goods/services 49 18 16 8 7 6 57 2 10 9 12 6 67 65 61 59 46 58 4346 Conhecidos Praticados Atrativos Livros Eletro- eletrônicos Roupas Brinquedos Troca ou venda de usados Aluguel de bicicletas Aluguel ou empréstimo de produtos Aluguel de carro ou carona Contratação coletiva de serviços Hospedagem Selling/exchanging used items Renting/sharing bikes Renting/riding car-rides Group hire of services Rent/Loan/Borrow products/tools Housing Awareness Actual usage Intent to use Books ClothesElectronics Toys (n=905) (n=179)
- 14. Chi-square = 38.37 P-value = 0.012 RMSEA = 0.074 CFI = 0.906 SRMR = 0.045 * Red circles indicate the relationships that were statistically significant Structural Equation Model
- 15. Construct General Bike Car Home Work Clothes Toy Service Book Crowdfund ing Electronics AT -.06 .57 -.11 (.55) 1.32** (.59) .63 (.49) -.56 (.50) 1.41*** (.54) -.23 (.52) .70 (.51) .25 (.55) .30 (.52) .49 (.50) SN .90*** (.27) .90*** (.27) .22 (.27) .48 (.30) .74*** (.25) .54** (.24) .90*** (.26) .77*** (.29) .54** (.28) .92*** (.25) 1.10*** (.29) PBC -.03 (.26) .62** (.26) .02 (.24) .20 (.27) .06 (.31) -.17 (.30) .23 (.34) -.30 (.29) -.28 (.28) .05 (.24) -.55* (.31) GS .29 (.33) -.19 (.39) -.60* (.31) .29 (.36) .49 (.33) .16 (.29) -.29 (.29) .38 (.33) .48 (.30) .21 (.34) .72** (.30) PS .57 (.58) 1.59*** (.47) .59 (.46) .23 (.45) .49 (.44) .01 (.49) -.22 (.43) -.09 (.48) .62 (.54) -.20 (.52) .09 (.49) MR -.20 (.41) -.88** (.34) -.25 (.32) -.36 (.33) -.26 (.31) -.65** (.33) .26 (.33) -.11 .(39) -.24 (.38) .13 (.39) -.08 (.37) T .03 (.32) .75* (.39) -.40 (.32) -.53 (.37) .40 (.37) .74*** (.27) .12 (.22) .66* (.35) .18 (.31) .04 (.32) .47 (.33) Income -.06 (.09) -.03 (.04) .04 (.10) .01 (.10) -.16 (.10) -.05 (.11) -.00 (.10) -.15 (0.15) .19* (.10) .13 (.09) -.13 (.09) Edu .16 (.23) .16 (.22) .22 (.22) .13 (.24) .56** (.24) -.05 (.23) -.12 (.22) .18 (.23) -.06 (.23) -.11 (.20) .17 (.25) Age -.18 (.19) -.33 (-21) .20 (.20) -.03 (.21) .02 (.19) -.08 (.20) -.37* (.20) -.16 (.20) -.57 (.22) .22 (.20) -.39* (.20) Gender -.16 (.34) -.47 (.34) .32 (.33) .07 (.32) -.12 (.35) .76** ( .34) .40 (.33) .06 (.37) -.03 (.31) -.25 (.35) -.35 (.36) Ordered Logit Regressions: betas, standard errors and significance level
- 16. • CC is incipient among Brazilians (7%) but acceptability (intentions) is fairly high (~60%) and they foretell behavior (beta= 0.28) • Attitude and especially social norms are the most important predictors in explaining the intention to engage in CC • Market reformism, green sensitivity, pro-social reasons are likely to affect attitude towards sustainable consumption • Apart from attitude and intention to swap clothes, no particular differences exist among females and males • Socio-demographics were not significant Discussion
- 17. CC seems to respond primarily • to value-based identity projects to address environmental issues, contest free-market, or build social capital • social legitimacy (social norms) and the sense of self-empowerment (PBC) are also a key elements when choosing collaborative consumption • Future research can explore collaborative consumption in other countries, i.e. China Discussion
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