This study was presented during a conference on sustainable consumption held in Beijing on September 5, 2016. The research targeted Brazil, a country where shared economy is on the rise. We wanted to understand who is the ideal consumer engaging in collaborative consumption practices. Authors: F. Echegaray (Market Analysis) and F. Hansstein (Shanghai University of Finance and Economics)

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

18. Thank you!
f.v.hansstein@mail.shufe.edu.cn
or
francesca.hansstein@gmail.com