Collaborative consumption: What would motivate customers to be part of it? The case of second-hand shopping on Vinted with the French population

Abstract

Collaborative consumption has recently gained prominence as a fresh approach to modern consumerism, merging economic principles with sustainability objectives. By deep diving into this subject, this study gives an overall explanation of business areas related which are sharing economy, circular economy, or even circular fashion. This thesis investigates the determinants that drive individuals to engage in collaborative consumption, specifically in second-hand shopping on the Vinted platform in France. As circular business models progressively gain dynamism, this study delves into consumer behaviour and evaluates the interactions of diverse motivations, including hedonic, environmental, economic, and social factors. To provide a good understanding, the author conducted semi-structured interviews with 10 participants, unravelling a complex range of motivations that align with previous quantitative research, underscoring the majority and significance of these drivers. Another motive not discussed in the literature review was highlighted thanks to the interviews: the convincing motive. It seems that individuals who are already participating in Collaborative Consumption are trying to convince others to change their consumption habits. This study navigates the uncharted waters of collaborative consumption's motives, highlighting its relevance in the context of sustainable and conscious consumer behaviour.

O consumo colaborativo tem vindo a ganhar uma grande proeminência como uma nova abordagem ao consumismo moderno, conseguindo fundir princípios económicos com objetivos de sustentabilidade. O presente estudo consiste em explorar o tema do consumo colaborativo, bem como a economia circular e a moda circular. Ao longo do estudo, foi efetuada uma pesquisa com intuito de investigar os determinantes que levam os indivíduos a envolverem-se no consumo colaborativo, especificamente em compras de segunda mão na plataforma Vinted, em França. À medida que os modelos de negócios circulares ganham progressivamente impulso, este estudo investiga o comportamento do consumidor e avalia a interação de diversas motivações, incluindo fatores hedónicos, ambientais, económicos e sociais. Foram efetuadas entrevistas semi-estruturadas com 10 participantes, revelando uma gama complexa de motivações que se alinham com a investigação. Por fim, são apresentadas conclusões e futuras linhas de investigação.