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Consumer Representations and Collaborative Website Narratives

In:

Submitted By niazredoy666
Words 10093
Pages 41
The Journal of Applied Business Research – May/June 2015

Volume 31, Number 3

Collaborative Consumption
And Sustainability: A Discursive
Analysis Of Consumer Representations
And Collaborative Website Narratives
Anne-Sophie Binninger, NEOMA Business School, France
Nacima Ourahmoune, NEOMA Business School, France
Isabelle Robert, University Lille Nord de France-SKEMA Business School, France

ABSTRACT
In this article, the authors analyze the collaborative consumption model and its contribution to sustainable consumption. Indeed, collaborative consumption is considered as an alternative, ecological consumption mode (Bostman & Rogers, 2011), but previous research has no yet deeply explored to what extent it contributes the sustainable scheme and values. The study therefore investigates both the producer side (collaborative websites) and consumer side (blog participants) to decipher how sustainable ideals are shaped in this context and how consumers attend to them.
Six segments of consumers have been identified which can help marketing and sustainable levers better frame their offer.
Keywords: Collaborative Consumption; Sustainable Consumption; Access-Based Consumption; Sharing

INTRODUCTION

O

ver the last decade, markets have changed significantly in terms of our relationship to goods, leading to other forms of acquisition and consumption than via possession (Rifkin, 2000, Lovelock and
Gummeson 2004, Mont, 2002, Giesler 2006, Chen, 2009, Belk, 2010, Gansky 2010; Bostman & Rogers
2011, Bardhi & Eckhardt 2012,).
So-called collaborative consumption (Felson & Spaeth, 1978) renews consumption logics through mutualizing, exchanging, bartering or sharing products. It is considered as “a socioeconomic groundswell that will transform the way companies think about their value propositions—and the way people fulfill their needs” (Bostman and Rogers, 2010, p.30). It places the use

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