Dutch CC Consumer Potential Survey
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This document discusses a study measuring the consumer potential of collaborative consumption in Amsterdam. It defines collaborative consumption, identifies stakeholders, and outlines research questions about factors influencing citizens' willingness to participate. A survey of 1,330 Amsterdam residents found substantial willingness to engage in various collaborative consumption activities. Key factors influencing willingness included financial savings, social benefits, environmental attitudes, and personal recommendations. The study concludes collaborative consumption is gaining momentum as a new socioeconomic model and makes recommendations for platforms to promote inclusive growth.
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Dutch CC Consumer Potential Survey
- 1. 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 Pieter van de Glind Co-founder: shareNL Founder: Tuintjedelen(.nl) Curator: CollaborativeConsumption.com Contact: Pieter@sharenl.nl 0637410400
- 2. Structure • Collaborative Consumption • Stakeholders • Research questions • Methods • Results • Conclusions • Recommendations
- 3. Collaborative Consumption? Traditional sharing, bartering, lending, trading, renting, gifting, and swapping redefined through technology and peer communities Access over ownership Idling capacity untapped social, economic and environmental value of underutilized/idle assets.
- 6. Stakeholders The owners of CC-platforms: “We know the users of our platform really well!” “People that are not on our platforms? No clue about it...”
- 7. Stakeholders Academics: “Collaborative Consumption? Must be some kind of sustainable consumption.”
- 8. Stakeholders Media: “What is the latest news on Collab- orative Consumption?”
- 9. Stakeholders Mainstream businesses: “It is all nice this AirBnB thing but those bastard homeowners should comply to the same rules as my hotel. How much market share will they take anyway?”
- 10. Stakeholders Politicians: “We have heard something about Collaborative Consumption. Sounds interesting, but how big will it be- come? What can we do with it? And ehh, what about GDP?” Economic Affairs Amsterdam Dutch National Government The European Economic and Social Committee
- 11. Advocates Rachel Botsman: “Collaborative Consumption is a new socioeconomic groundswell. It marks the transition from a 20th century of hyper consumption towards a 21st century of Collaborative Consump- tion.”
- 12. Transition theory The transition to a new socioeconomic groundswell? Jan Rotmans (2012): “Any transition consists of four pil- lars: strong landscape signals over a longer period of time, policy sup- port, broad consumer support and a change in consumer behaviour.”
- 13. Research questions What is, and which factors explain, the willingness of Amsterdam citizens to take part in Collaborative Consumption? Sub questions: • What factors have caused current users of CC to start using CC? • What is the willingness of Amsterdam citizens that are not yet taking part in CC to start doing so? • What factors found in sub question (1) relate to the willingness of Amsterdam citizens that are not taking part in Collaborative Consump- tion to start doing so?
- 14. Conceptual model
- 15. Research questions What is, and which factors explain, the willingness of Amsterdam citizens to take part in Collaborative Consumption? Sub questions: • What factors have caused current users of CC to start using CC? • What is the willingness of Amsterdam citizens that are not yet taking part in CC to start doing so? • What factors found in sub question (1) relate to the willingness of Amsterdam citizens that are not taking part in Collaborative Consump- tion to start doing so?
- 16. Extrinsic motives: • Practical need • Financial gains • receiving praise from others Intrinsic motives: • Social • Environmental Other explanatory factors: • Online and offline experience • (Social) media • Recommendation Results
- 17. Research questions What is, and which factors explain, the willingness of Amsterdam citizens to take part in Collaborative Consumption? Sub questions: • What factors have caused current users of CC to start using CC? • What is the willingness of Amsterdam citizens that are not yet taking part in CC to start doing so? • What factors found in sub question (1) relate to the willingness of Amsterdam citizens that are not taking part in Collaborative Consump- tion to start doing so?
- 18. Research sample A large N-survey (online) among 1330 panel members of the Research and Statistics Department of the municipality of Amsterdam (O+S)
- 19. Methods Imagine you temporarily need a car and the possibility exists to rent a car from a neighbor, how likely is it that you would do this? Items (What?) Modes of exchange (How?) Taker Provider Objects rent / borrow rent out / lent out Cars rent rent out Rides rent / receive rent out / give Meals buy sell Gardens rent / swap rent out / swap Accommodation rent rent out Skills buy / swap sell / swap
- 20. Results Dependent variables 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 %
- 21. Results Dependent variables • 82% would lend out his power drill • 84% would at least take part in one of the examples • No money > money
- 22. Research questions What is, and which factors explain, the willingness of Amsterdam citizens to take part in Collaborative Consumption? Sub questions: • What factors have caused current users of CC to start using CC? • What is the willingness of Amsterdam citizens that are not yet taking part in CC to start doing so? • What factors found in sub question (1) relate to the willingness of Amsterdam citizens that are not taking part in Collaborative Consump- tion to start doing so?
- 23. Methods
- 24. Results “Renting out the car? My husband would be horrified!” “Youshouldneverlendoutyourwife,your car and your camera, misery will follow.”
- 25. 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 Not explaining factors • Following mainstream media • Being subscribed and/or active on social media (like Facebook) • Already taking part in CC
- 26. Results 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 CC • Household type: people living alone, or alone with children are more likely to take part in CC than other household groups
- 27. Results 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 platforms?
- 28. Research questions What is, and which factors explain, the willingness of Amsterdam citizens to take part in Collaborative Consumption? Sub questions: • What factors have caused current users of CC to start using CC? • What is the willingness of Amsterdam citizens that are not yet taking part in CC to start doing so? • What factors found in sub question (1) relate to the willingness of Amsterdam citizens that are not taking part in Collaborative Consump- tion to start doing so?
- 29. Conclusions - I There is a substantial willingness among Amsterdam citizens to take part in Collaborative Consumption. Different people are willing to take part in different examples of Collaborative Consumption and have dif- ferent intrinsic and extrinsic motives to do so. There- fore, it is concluded that Collaborative Consumptions has a considerable consumer potential.
- 30. Conclusions - II From a consumer behaviour perspective, the findings from this research indicate that the transition to a new socioeco- nomic groundswell of Collaborative Consumption is indeed taking place and is likely to gain even more momentum over the next years.
- 31. Recommendations • Keep promoting all the benefits of your platform • Reach out to new demographics groups • Do not just depend on social media • Be aware that you are part of a (potential) transition
- 33. Sources With special thanks to Paperfiction (www.paperfiction.com) for the cartoons used in slides 6, 7, 9, 10 and 11 List of pictures: Power drill - slide 3 http://www.lastechniekshop.nl/nl/category/boorschroefmachines/ House – slide 4 http://images.fastcompany.com/upload/Collaborative-Consumption-Big.jpg Global village - slide 4 http://www.pakistankakhudahafiz.com/archive/2012/06/09/global-vil- lage-under-commotion/#.Ug3h46z-Uw8 What’s mine is yours – slide 5 http://emergentbydesign.com/2010/10/03/the-rise-of-collab- orative-consumption/ People, Profit, Planet – slide 5 http://winchester.ac.uk/blogs/what-is-responsible-management Rachel Botsman – slide 12 http://www.amd1510.nl/2013/03/rachel-botsman-the-case-for-col- laborative-consumption-video-on-ted-com/ Jan Rotmans – slide 13 http://www.drift.eur.nl/?p=5715