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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
‘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
EESC OBJECTIVE
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
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
SHARE NL
FOUNDERS
FOUNDER: PEERBY
FOUNDER: SNAPPCAR
FOUNDER: TOOGETHR
FOUNDER: KONNEKTID
FOUNDER: THUISAFGEHAALD
FOUNDER: FLOOW2
‣ co-founder shareNL‣ founder tuintjedelen.nl‣ curator collaborativeconsumption.com‣ about.me/pieter.van.de.glind‣ [email protected]‣ @p_vd_glind
CO-FOUNDER: PIETER VAN DE GLIND
CO-FOUNDER: PIETER VAN DE GLIND
‘Unfortunately’ Pieter is in Brazil...
‣ co-founder shareNL‣ consultant creative industries @ Syntens‣ curator collaborativeconsumption.com‣ about.me/harmenvs‣ [email protected]‣ @harmenvs
CO-FOUNDER: HARMEN VAN SPRANG
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.
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 QUESTIONS
CONCEPTUAL MODEL
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 QUESTION 1
Extrinsic motives:‣ practical need‣ financial gains‣ receiving praise from others
Intrinsic motives:‣ social‣ environmental
Other factors:‣ online & offline experience‣ (social) media‣ recommendation
RESULTS
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 QUESTION 2
RESEARCH SAMPLE
A large N-survey (online) amongst 1330 panel members of the Research and Statistics Department of Amsterdam (O+S)
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 %
RESULTSDEPENDENT VARIABLES
82% would lend out his/herpower drill.
RESULTSDEPENDENT VARIABLES
84% would take part in at least one of the examples of collaborative consumption.
RESULTSDEPENDENT VARIABLES
No money ‘greater’ than money.
RESULTSDEPENDENT VARIABLES
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 QUESTION 3
‘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
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
RESULTSNORMAL INDEPENDENT VARIABLES
Not explaining factors
‣ following mainstream media‣ being subscribed and/or active on social media (like Facebook)‣ already taking part in collaborative consumption
RESULTSNORMAL INDEPENDENT VARIABLES
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
DEMOGRAPHICSRESULTS
Konnektid Peerby Snappcar Thuisafgehaald (Shareyourmeal)
Toogethr
I know this platform and I have subscribed
0,2 1,1 0,7 3,2 0,3
I know this platform but have not subscribed
1,1 4,4 7,4 20,2 1,6
I do not know this platform
98,7 94,5 92 76,6 98,1
Do you know these collaborative consumption platforms?
RESULTS
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 lastThursday (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!
LET’S COLLABORATE
LET’S COLLABORATE
academics
government
collcons platforms media
youbusinesses
+
+
+
+
LET’S CHANGE THE WORLD...
Collaborative consumption:‘One of the 10 ideas that will change the world.’ -
...TOGETHER!
‣ EESC: Dorota, Miriam & Yolanda‣ shareNL founders‣ colleagues in the field‣ Syntens Innovation Center‣ you for your interest in this topic‣ my wife for standing beside me‣ and last but not least...
CREDITS
Thank you
CREDITS
Pieter van de GlindResearch:‣ bit.ly/sNLCC
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