An Analysis of the Origins of Collaborative Consumption and Its Implications for Marketing

Academy of Marketing Studies Journal, Forthcoming

17 Pages Posted: 26 Jun 2016 Last revised: 17 Jul 2018

See all articles by Myriam Ertz

Myriam Ertz

Université du Québec à Chicoutimi

Fabien Durif

Université du Québec à Montréal

Manon Arcand

Université du Québec à Montréal

Date Written: June 23, 2016

Abstract

Collaborative Consumption (CC) is currently subject to many debates and controversies. From a more conceptual perspective, more intense studies and considerations of collaborative consumption schemes, may potentially reposition marketing. This article is a first step into that direction. It reviews the key macro developments which led to the (re-)emergence of collaborativity in consumption / production. An inter-disciplinary analytic framework revealed that Collaborative Consumption results from tightly technological, economic, political and societal changes, namely: (1) The web transformed consumers’ relationship to objects; (2) advanced economies are becoming more efficient through collaborative exchanges; (3) the withering of the State and its increased adjustment to the market ethos led citizens to mutate from political militants into engaged consumers; (4) consumers view consumption as central projects in their lives.

Keywords: collaborative consumption, sharing economy, collaborativity, exchanges, consumer, collaborative economy, peer economy

JEL Classification: M30, M31

Suggested Citation

Ertz, Myriam and Durif, Fabien and Arcand, Manon, An Analysis of the Origins of Collaborative Consumption and Its Implications for Marketing (June 23, 2016). Academy of Marketing Studies Journal, Forthcoming. Available at SSRN: https://ssrn.com/abstract=2799862

Myriam Ertz (Contact Author)

Université du Québec à Chicoutimi ( email )

555 bd Université
Chicoutimi, PA G7H 2B1
Canada

Fabien Durif

Université du Québec à Montréal ( email )

PB 8888 Station DownTown
Succursale Centre Ville
Montreal, Quebec H3C3P8
Canada

Manon Arcand

Université du Québec à Montréal ( email )

PB 8888 Station DownTown
Succursale Centre Ville
Montreal, Quebec H3C3P8
Canada

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