EESC PUBLIC HEARING BRUSSELS Collaborative consumption: a sustainable model for the 21st century ‣ European Economic and Social Committee ‣ public hearing ‣ part I: concept, challenges & opportunities ‣ 25 September 2013 ‣ Brussels, Belgium
EESC OBJECTIVE ‘It is imperative to encourage the relevant authorities to develop as many actions as possible to provide information and raise awareness about collaborative consumption.’ - EESC
EESC OBJECTIVE ‘And to carry out the necessary studies to promote new alternatives and evaluate the advantages of existing studies.’ - EESC
CONTENTS ‣ shareNL ‣ shareNL founders ‣ shareNL co-founders ‣ examples from (my) daily life ‣ research on collaborative consumption (by Pieter van de Glind) ‣ opinion leaders ‣ stakeholders ‣ collaborate
SHARE NL shareNL ‣ collaborative consumption platform NL ‣ consumers / businesses / government ‣ research / consultancy / events ‣ 6 founders ‣ co-founder: Pieter van de Glind (research) ‣ co-founder: Harmen van Sprang ‣ @share_NL
FOUNDERS
FOUNDER: PEERBY
FOUNDER: SNAPPCAR
FOUNDER: TOOGETHR
FOUNDER: KONNEKTID
FOUNDER: THUISAFGEHAALD
FOUNDER: FLOOW2
CO-FOUNDER: PIETER VAN DE GLIND ‣ co-founder shareNL ‣ founder tuintjedelen.nl ‣ curator collaborativeconsumption.com ‣ about.me/pieter.van.de.glind ‣ pieter@shareNL.nl ‣ @p_vd_glind
CO-FOUNDER: PIETER VAN DE GLIND ‘Unfortunately’ Pieter is in Brazil...
CO-FOUNDER: HARMEN VAN SPRANG ‣ co-founder shareNL ‣ consultant creative industries @ Syntens ‣ curator collaborativeconsumption.com ‣ about.me/harmenvs ‣ harmen@shareNL.nl ‣ @harmenvs
EXAMPLES FROM (MY) DAILY LIFE
STAY IN BRUSSELS
HOME EXCHANGE
CLOTHING
CAR SHARING
MY NEIGHBOURHOOD IN AMSTERDAM
RESEARCH 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.
RESEARCH QUESTIONS What is, and which factors explain, the willingness of Amsterdam citizens to take part in collaborative consumption? Sub questions: 1. what factors have caused current users of collaborative consumption to start using it? 2. what is the willingness of Amsterdam citizens that are not yet taking part in collaborative consumption to start doing so? 3. what factors found in sub question 1 relate to the willingness of Amsterdam citizens that are not taking part in collaborative consumption to start doing so?
CONCEPTUAL MODEL
RESEARCH QUESTION 1 What is, and which factors explain, the willingness of Amsterdam citizens to take part in collaborative consumption? Sub questions: 1. what factors have caused current users of collaborative consumption to start using it? 2. what is the willingness of Amsterdam citizens that are not yet taking part in collaborative consumption to start doing so? 3. what factors found in sub question 1 relate to the willingness of Amsterdam citizens that are not taking part in collaborative consumption to start doing so?
RESULTS Extrinsic motives: ‣ practical need ‣ financial gains ‣ receiving praise from others Intrinsic motives: ‣ social ‣ environmental Other factors: ‣ online & offline experience ‣ (social) media ‣ recommendation
RESEARCH QUESTION 2 What is, and which factors explain, the willingness of Amsterdam citizens to take part in collaborative consumption? Sub questions: 1. what factors have caused current users of collaborative consumption to start using it? 2. what is the willingness of Amsterdam citizens that are not yet taking part in collaborative consumption to start doing so? 3. what factors found in sub question 1 relate to the willingness of Amsterdam citizens that are not taking part in collaborative consumption to start doing so?
RESEARCH SAMPLE A large N-survey (online) amongst 1330 panel members of the Research and Statistics Department of Amsterdam (O+S)
RESULTS DEPENDENT VARIABLES Taker Provider Total (very) likely (very) likely (very) likely Objects (power drill & bicycle) 50,7 % 52,2 % 51,5 % Cars 37,5 % 24,6 % 31,1 % Rides 54,9 % 66,1 % 60,5 % Meals 25,6 % 17 % 21,3 % Gardens 27,8 % 14,3 % 21,1 % Travel accommodation 58 % 13,1 % 35,6 % Skills (language learning) 52,2 % 35,9 % 44,1 % Average 43,8 % 31,9 % 37,9 %
RESULTS DEPENDENT VARIABLES 82% would lend out his/her power drill.
RESULTS DEPENDENT VARIABLES 84% would take part in at least one of the examples of collaborative consumption.
RESULTS DEPENDENT VARIABLES No money ‘greater’ than money.
RESEARCH QUESTION 3 What is, and which factors explain, the willingness of Amsterdam citizens to take part in collaborative consumption? Sub questions: 1. what factors have caused current users of collaborative consumption to start using it? 2. what is the willingness of Amsterdam citizens that are not yet taking part in collaborative consumption to start doing so? 3. what factors found in sub question 1 relate to the willingness of Amsterdam citizens that are not taking part in collaborative consumption to start doing so?
RESULTS ‘Renting out the car? My husband would be horrified!’
RESULTS ‘You should never lend out your wife, your car and your camera. Misery will follow.’
RESULTS NORMAL INDEPENDENT VARIABLES 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
RESULTS NORMAL INDEPENDENT VARIABLES Not explaining factors ‣ following mainstream media ‣ being subscribed and/or active on social media (like Facebook) ‣ already taking part in collaborative consumption
RESULTS DEMOGRAPHICS 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 collaborative consumption ‣ household type: people living alone, or alone with children are more likely to take part in collaborative consumption than other household groups
RESULTS Do you know these collaborative consumption platforms? Konnektid Peerby Snappcar Thuisafgehaald Toogethr (Shareyourmeal) I know this platform 0,2 1,1 0,7 3,2 0,3 and I have subscribed I know this platform 1,1 4,4 7,4 20,2 1,6 but have not subscribed I do not know this 98,7 94,5 92 76,6 98,1 platform
RESEARCH QUESTIONS What is, and which factors explain, the willingness of Amsterdam citizens to take part in collaborative consumption? Sub questions: 1. what factors have caused current users of collaborative consumption to start using it? 2. what is the willingness of Amsterdam citizens that are not yet taking part in collaborative consumption to start doing so? 3. what factors found in sub question 1 relate to the willingness of Amsterdam citizens that are not taking part in collaborative consumption to start doing so?
CONCLUSIONS There is a substantial willingness among Amsterdam citizens to take part in collaborative consumption.
CONCLUSIONS Different people are willing to take part in different examples of collaborative consumption and have different intrinsic and extrinsic motives to do so.
CONCLUSIONS Therefore, it is concluded that collaborative consumption has a considerable consumer potential.
CONCLUSIONS From a consumer behaviour perspective, the findings from this research indicate that the transition to a new socioeconomic groundswell of collaborative consumption is indeed taking place.
CONCLUSIONS And it is likely that collaborative consumption will gain even more momentum over the next years.
RECOMMENDATIONS Keep promoting all the benefits of your platform.
RECOMMENDATIONS Reach out to new demographics groups.
RECOMMENDATIONS Do not just depend on social media.
RECOMMENDATIONS Be aware that you are part of a (potential) transition.
OPINION LEADER: RACHEL BOTSMAN Rachel Botsman ‘Transition from hyperconsumption towards a century of collaborative consumption.’
OPINION LEADER: LISA GANSKY Lisa Gansky ‘Technology connects us. Humanity unites us.’ As heard from Lisa at our shareNL meetup last Thursday (via Google Hangout)
STAKEHOLDERS Stakeholders ‣ collaborative consumption platforms ‣ academics ‣ media ‣ businesses / corporations ‣ government / politics ‣ you: consumer / individual
STAKEHOLDERS The owners of collaborative consumption platforms
STAKEHOLDERS Academics
STAKEHOLDERS Media
STAKEHOLDERS Mainstream businesses
STAKEHOLDERS Government
STAKEHOLDERS You What is your willingness to take part in collaborative consumption? You can start today!
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