Why Buy New When One Can Share? Uncovering Dimensions of Collaborative Consumption of Consumer Goods
The notion of collaborative consumption (CC) or sharing economy"”where consumers share access to ownership of properties such as cars, clothes, and accommodations"”has gained tremendous popularity in recent years. While many have researched consumers' motivations for engaging in CC of intangible goods such as space or ride sharing, little research on CC motivations has been pursued in the context of tangible goods like apparel. To address this gap, the objective of this study was to identify the underlying dimensions behind consumers' motivations toward CC of consumer goods. Multiple methods were used including in-depth interviews and two quantitative surveys. As a result, the study identified five dimensions that characterize consumer motivations for CC of consumer goods: concern-for-sustainability, social-interaction, variety-seeking, fun, and cost-saving.