The concept of the sharing economy has gained increased attention among academicresearch and practitioners alike. The sharing economy presents a shift from the traditionalcommerce way of business to a more collaborative sharing of resources. Companies suchas Uber, Airbnb and TaskRabbit have contributed to the raising popularity of sharingservices, by providing consumers with a platform to engage in peer-to-peer sharing. Inaddition, Web 2.0 has proven to be an essential factor in the rigorous growth of the sharingeconomy among consumers, by connecting them and enabling consumer engagement.Despite academic researchers devoting more attention to the sharing economy, there hasbeen a lack of research addressing specific influences that Web 2.0 has on the consumerin the sharing economy. In order to fill this gap, this research seeks to gain a deeper understanding of the consumerperspective by providing valuable insights into how Web 2.0 affects consumer behaviorwithin the sharing economy. Therefore, this research first aims to identify the aspects thatdrive consumers to consider the sharing economy as an alternative to traditional options.Following this, the research intends to uncover how both companies and peer consumersin the sharing economy attempt to influence potential consumers’ consideration of asharing option. Finally, it is equally important to highlight how participation and Web 2.0affects the outcomes. To fulfill this purpose, a qualitative study has been conducted among users of the sharingeconomy. The sample group for the semi-structured interviews was selected based ontheir shared characteristic of belonging to Generation Y and having used a sharing optionin the past. In order to add a degree of credibility to our findings, a product manager fromthe sharing economy shared comments and insights in regards to the data gathered duringthe interviews. Several themes were derived from the gathered data through the analysis and discussionin regards to the drivers, influencing factors and outcomes of the participation in thesharing economy. In terms of the drivers, the first theme is financial considerations, whoseimportance is dependent on the nature of the sharing option. The second theme is the needfor experience, which includes authentic and local experiences. Finally, the theme ofsecurity considerations is concerned with the perception of risk of participation in thesharing economy. Within the company influencing factors, the first theme of onlinemarketing is subjected to factors such as presentation and delivery which affect thecredibility of these activities. Meanwhile, the second theme of consumer referral systemsenjoys more credibility due to the overwhelming involvement of peers. On the other hand,influences by other consumers show the importance of trust in peers through eWOM,including reviews and recommendations, as part of the identified receiving consumerengagement theme. The final influencing factors are part of the third-party theme, whichincludes the importance of online news and pop culture as a source of awareness. Lastly,the identified themes in terms of outcomes after participating in the sharing economyrevolve around the change in concerns regarding risk and uncertainty, which affect thedegree of online trust. Finally, the creating consumer engagement theme shows that thequality of the sharing experience motivates the consideration to engage in eWOM and inturn become an advocate for sharing options.

Research Questions: How can firms implement the phenomena of collaborative consumption in their value chain and promote sustainability as a core value to gain international competitive advantage? Purpose: The purpose of this thesis is to identify how a firm can successfully implement the concept of collaborative consumption into their value chain and how to promote sustainability to gain international competitive advantage. To gain deeper understanding of collaborative consumption, sustainability branding, value chain and international competitive advantage, the different terms will be examined. Method: This thesis uses a qualitative method with a deductive approach. In order to gather empirical data, semi structured interviews has been conducted. Conclusions: By implementing collaborative consumption as a value adding service or in cooperation with other companies, firms can promote sustainability as core value and gain international competitive advantage. Thus, by implementing collaborative consumption and promote sustainability firms will be cool in the big pool.

Purpose With trust being an essential component in the sharing economy, this paper aims to understand how trust is established in practice and which relationships between consumer, supplier and platform specific tools and processes serve.   Problem Previous research has acknowledged the importance of trust but solely investigated single trust-building tools. Instead of presenting a trust construct composed of mechanisms describing their interplay between the three parties involved in the sharing economy, previous scholars have focused their research on the specificities of single tools and processes. With the sharing economy as a recent phenomenon, companies have an interest in investigating the implementation of different mechanisms and their effectiveness.   Method and Methodology This paper adopts a qualitative research approach in which content analysis was applied to group tools and processes and link them to one of the six trust streams between consumer, supplier and the platform. Moreover, the research deductively builds on existing literature by using present theory as a foundation and inductively analyses findings based on collected data.   Findings The findings of this paper reveal a broad spectrum of different trust-building tools and processes. Linking these to one of the specific relationship between the three parties in the sharing economy, this paper concludes that companies emphasize on gaining the consuming peer’s trust both towards the platforms and the supplying peers.

Submitted by Morgana Silva (morgana_linhares@yahoo.com.br) on 2016-09-01T17:42:44Z No. of bitstreams: 1 arquivototal.pdf: 2043575 bytes, checksum: a727865931d5728085f817949960f18f (MD5) / Approved for entry into archive by Morgana Silva (morgana_linhares@yahoo.com.br) on 2016-09-01T20:19:46Z (GMT) No. of bitstreams: 1 arquivototal.pdf: 2043575 bytes, checksum: a727865931d5728085f817949960f18f (MD5) / Approved for entry into archive by Morgana Silva (morgana_linhares@yahoo.com.br) on 2016-09-01T20:21:15Z (GMT) No. of bitstreams: 1 arquivototal.pdf: 2043575 bytes, checksum: a727865931d5728085f817949960f18f (MD5) / Made available in DSpace on 2016-09-01T20:21:27Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 2043575 bytes, checksum: a727865931d5728085f817949960f18f (MD5) Previous issue date: 2016-02-26 / Debates about the collaborative consumption has gained strength in the current academic studies due to the fact that it is a recent subject, experienced differently by society, such as the Uber app, the Airbnb.com website, the online thrift stores, groups of online ride, the crowdfunding platforms such as Catharsis, among others. However, it was noted that most studies discusses the collaborative consumption in a more restricted way, to understand the consumption as the purchase, exchange or sharing of tangible goods. Although there is a perspective of collaborative consumption which relates to sharing of ideas, this one has the focus, usually in the development of a personal project. Thus, this research sought to understand how the collaborative consumption can be seen from the perspective of society, assisting projects aimed at helping people, such as social campaigns that have been carried out in the virtual environment. So, aimed to examine, in the light of online social networks, the possible relationships between the aid decision procedures to social campaigns and the collaborative consumption. To that end, a research model that describes the steps of the aid decision process was defined, which can be influenced by internal and external factors in order to analyze it from the perspective of social campaigns that are carried out on online social networks as a way of understanding how the collaborative consumption can occur in this process. As a result, the methodological procedures occurred as follows: in data collection were carried out in-depth interviews, qualitative, semi-structured, online through Facebook chat, with 16 people who said they had collaborated, more than once with this kind of campaign. The participants selection was based in friend’s suggestions and information sharing on social networks. To analyze the data, in turn, the content analysis was used. It was found that there are several types of social campaigns that are spread in social networks and that there is more than one way to collaborate with them, highlighting the donation of money that is similar to crowdfunding, donating blood, hair and provisions and sharing the campaign in their own social networking as a way to attract more collaborators. In addition, it was observed that the aid decision-making process regarding such campaigns following the steps outlined in the model, with a few own specifications of the context in which they are held (the virtual environment), being possible to suggest the stage of post collaboration, which occurs when the individual continues to accompany the campaign even after the collaboration. / Debates acerca do consumo colaborativo têm ganhado força nos estudos acadêmicos atuais, devido ao fato de ser um assunto recente, vivenciado de diferentes formas pela sociedade, como é o caso do aplicativo Uber, do site Airbnb.com, dos brechós online, dos grupos de carona online, das plataformas de financiamento coletivo como a Catarse, entre outros. Porém, percebeu-se que a maioria dos estudos discute o consumo colaborativo de uma maneira mais restrita, no sentido de compreender o consumo como a compra, troca ou compartilhamento de bens tangíveis. Apesar de existir uma perspectiva do consumo colaborativo referente ao compartilhamento de ideias, esta tem o foco, normalmente, no desenvolvimento de algum projeto pessoal. Dessa forma, esta pesquisa buscou compreender de que forma o consumo colaborativo pode ser visto pela perspectiva da sociedade, auxiliando projetos que visem a ajudar pessoas, como é o caso das campanhas sociais que têm sido realizadas no meio virtual. Com isso, teve como objetivo principal analisar, à luz das redes sociais online, as possíveis relações entre o processo de decisão de ajuda às campanhas sociais e o consumo colaborativo. Para tanto, foi definido um modelo de pesquisa que descreve as etapas do processo de decisão de ajuda, que pode sofrer influências de fatores internos e externos, no intuito de analisá-lo a partir da ótica das campanhas sociais que são realizadas nas redes sociais online, como uma forma de entender como o consumo colaborativo pode ocorrer nesse processo. Com isso, os procedimentos metodológicos ocorreram da seguinte forma: na coleta de dados foram realizadas entrevistas em profundidade, qualitativas, semiestruturadas, online, através do bate-papo da rede social Facebook, com 16 pessoas que afirmaram já ter colaborado, mais de uma vez, com esse tipo de campanha. A seleção dos participantes se deu por indicações de conhecidos e compartilhamento da informação nas redes sociais. Para a análise dos dados, por sua vez, utilizou-se a análise de conteúdo. Verificou-se que há diversos tipos de campanhas sociais que são divulgadas nas redes sociais e que há mais de uma forma de colaborar com elas, destacando a doação de dinheiro que se assemelha ao financiamento coletivo, a doação de sangue, cabelo e mantimentos e o compartilhamento da campanha nas próprias redes sociais como forma de atrair mais colaboradores. Além disso, observou-se que o processo de decisão de ajuda no que tange tais campanhas segue as etapas descritas no modelo, apenas com algumas especificações próprias do contexto em que são realizadas (o ambiente virtual), sendo possível sugerir a etapa da pós-colaboração, que ocorre quando a pessoa continua acompanhando o desenrolar da campanha mesmo após a colaboração.

Submitted by Programa de Pós-Graduação em Mídia e Cotidiano (ppgmc@vm.uff.br) on 2017-05-04T18:18:38Z No. of bitstreams: 1 dissertação déborah vasconcelos - versão banca.pdf: 1508796 bytes, checksum: 83c8082b128e0d76d53fe06e40045093 (MD5) / Approved for entry into archive by Josimara Dias Brumatti (bcgdigital@ndc.uff.br) on 2017-05-08T14:55:06Z (GMT) No. of bitstreams: 1 dissertação déborah vasconcelos - versão banca.pdf: 1508796 bytes, checksum: 83c8082b128e0d76d53fe06e40045093 (MD5) / Made available in DSpace on 2017-05-08T14:55:06Z (GMT). No. of bitstreams: 1 dissertação déborah vasconcelos - versão banca.pdf: 1508796 bytes, checksum: 83c8082b128e0d76d53fe06e40045093 (MD5) / Fundação Carlos Chagas Filho de Amparo à Pesquisa do Estado do Rio de Janeiro / Esta dissertação tem como tema central o consumo colaborativo, uma proposta que ganha força e destaque na última década e que envolve a emergência de práticas que são apontadas como uma “nova forma” de consumo. No consumo colaborativo o acesso a bens e serviços se dá sem que haja necessariamente aquisição de um produto ou custo entre as partes envolvidas no processo, o que permitiria que as pessoas percebessem o benefício do acesso aos produtos ao invés da sua posse. A pesquisa tem como objetivo entender a relevância da preocupação com a questão ambiental e da crítica ao consumismo em redes de consumo colaborativo. Para proceder a essa investigação, elege-se como objeto as redes autogestionadas formadas de forma independente, que utilizam a ferramentas de Grupo do Facebook e cujo foco recai sobre os chamados mercados de redistribuição (BOTSMAN; ROGERS, 2011). A pesquisa tem um caráter qualitativo, utilizando-se do método etnográfico e recorre-se à combinação de três técnicas: observação participante, entrevista semiestruturada (com os administradores dos grupos) e questionário com perguntas fechadas e abertas (voltado à todos os integrantes do grupo). Esta última técnica, ainda que não seja comum em pesquisas qualitativas, permite ter uma maior abrangência de respostas e auxilia na verificação dos dados levantados a partir da aplicação das duas primeira técnicas. A partir desse método e combinação de técnicas, assim como da pesquisa bibliográfica preliminar realizada utilizando diferentes autores e escolas em seus possíveis diálogos, é possível perceber que a preocupação com questão ambiental é secundária, não sendo o fator principal para os integrantes desses grupo mas, de uma forma geral, há uma relevante crítica à aspectos do consumismo / This dissertation is focused on the collaborative consumption, a proposal that gains power then highlight in the last decade and that involves the emergence of practices that are seen as a "new way" of consumption. In collaborative consumption access to goods and services is given without necessarily buying a product or cost between the parties involved in the process, which would allow people to understand the benefit of access to goods rather than their possession. The research aims to understand the importance of concern for environmental issues and the critique of consumerism in collaborative consumption networks. To carry out this research, is elected as the object self-organized networks formed independently using the Facebook Group tools and whose focus is on so-called redistribution markets (BOTSMAN; ROGERS, 2011). The research has a qualitative, using the ethnographic method and refers to the combination of three techniques: participant observation, semi-structured interview (with administrators group) and questionnaire with closed and open questions (aimed at all members of the group ). The latter technique, although it is not common in qualitative research, allows for a wider range of responses and assists in verifying the data collected from the application of the first two techniques. From this method and combination of techniques, as well as the preliminary literature search performed using different authors and schools in their possible dialogue, it is possible that the concern with environmental issues is secondary, not the main factor for the members of these groups but, in general, there is a relevant criticism of aspects of consumerism

The furniture industry is a thriving industry in the past decades all over the world. The increase in production and sales of furniture products means that more raw materials are needed and more furniture waste is produced at the same time. Taking into account the unsolved environmental issues, it is necessary to make innovation changes to reduce the waste and overcome the continuously increasing resource consumption. Circular economy draws a wide attention under this situation. As an alternative to replace the traditional linear consumption model, it balances the economic development and environmental concern. Turning waste into a new resource is a profitable opportunity for the furniture industry. However, product recovery in this industry meets obstacles due to the character of the furniture.This study considers discarded bulky furniture products. It focuses on the first step of furniture waste recovery: the collection process. The aim of this research is improving the efficiency of a “many to one” collection process in a reverse logistics system and increasing the recovery level within the hierarchy of options for discarded furniture. By using the soft system methodology, this study explores the current discarded furniture collection situation within Europe and then analyzes each essential element of this collection system. After that, combining with the relevant circular economy theory and information gathered from a case furniture company, we design a new conceptual business process model for discarded furniture collection.In the newly designed model, the collection process is carried out by the individual transport option with sufficient capacity from customer’s home to the furniture store. The new model is based on a collaborative lifestyle information platform. By managing the real-time information, the platform aligns individuals’ transport resources with discarded furniture demand to reduce the transport cost of the collection process. This model aims for optimal use of the available individual resources to complement the transport process. Moreover, this information platform helps to collect information in the early stage to reduce the uncertainty of reverse logistics.

Circular economy addresses the environmental crisis and its urge to adapt and reshape economic models towards more sustainability. Recent literature has provided rich knowledge on the concept and important conceptual research. Moreover, consequent existing research about drivers to engage in circular economy focuses on consumers and businesses but it is almost always limited to a commercial context. Therefore, the purpose of this study is to explore motivational factors to involve in a non-commercial context in circular economy. Through a qualitative approach, the single case study of a leisure bank network was conducted in Sweden. The concept of leisure bank is to lend sport and leisure equipment like a library would lend books for free. The findings show that some motivational factors previously identified in a commercial circular economy context also apply to a non-commercial circular economy context. However, this study contributes with the improvement of welfare as one additional driver for non-commercial circular economy engagement. Additionally, the findings revealed unexpectedly positive effects regarding commercial actors who are substantively affected by the network.    In line with this, circular economy has gained widespread interest among scholars and practitioners. This initiative to improve upon business models to cater the contemporary challenging social, economic, and environmental paradigm. Following a lead to expand research in this discipline, an empirical case study of a circular economy network is undertaken. A network based on exchange is identified as an important basis for the case and the study was undertaken following qualitative research in the form of interviews to those involved in the network. By gathering and analysing their insight, the importance of a network structure based on the exchange of resources was identified, finding that the interaction between the participants as a process which creates value in forms that contribute to an increase of welfare.

Att hyra kläder är ett fenomen som fått ökat intresse de senaste åren. Inte minst i forskningen där det visat sig komma med miljömässiga fördelar. Kläduthyrning är en form av cirkulär ekonomi och ett svar på textilindustrins negativa miljöpåverkan och dess linjära arbetssätt. Trots vetskapen om dessa existerar fortfarande en stor efterfrågan av nyproducerat mode, varför kläduthyrning kan vara ett hållbarare sätt att uppfylla konsumenternas behov att förnya sig. Syftet med studien är att öka förståelsen för hur konsumenter upplever kollektiv konsumtion, specifikt kläduthyrning. Med dess kvalitativa karaktär identifieras upplevda fördelar respektive nackdelar hos konsumenten samt skillnader och likheter mellan beprövade hyrkoncept. Datainsamlingen baserades på tolv semistrukturerade intervjuer med konsumenter som har erfarenhet av att hyra kläder. Respondenternas svar har analyserats genom Social Exchange Theory (SET) och sedan kategoriserats in i olika teman. Den teoretiska modellen har även stått som grund för att förstå hur konsumenterna väger fördelar och nackdelar mot varandra i valet att hyra kläder. Genom studiens identifierade teman kunde även upplevda skillnader och likheter mellan koncepten konstateras samt användas som underlag för att förstå varför konsumenterna upplever dessa olika. Utifrån respondenternas svar identifierades fem olika uthyrningsmodeller. Genom attapplicera SET urskiljdes sex hedonistiska respektive sex utilitariska motiv samt att tillit och låg risk var faktorer som spelade in. Studien kom även fram till en modifierad version av SET vilken indikerar att vissa faktorer väger tyngre än andra. Flera utilitariska faktorer sam tupplevd risk visade sig vara mer avgörande trots att konsumenterna upplevde fler fördelar gentemot nackdelar. Resultatet visade också att när konsumenter väl provat att hyra kläder är inställningen generellt positiv. Denna studie bidrar därför till en bredare kunskap om kollektiv konsumtion och affärsmodeller inom kläduthyrning. Studien kan även vara användbar i vidare forskning samt för utveckling av branschen och liknande affärsmodeller. Uppsatsens presenteras på svenska. / Renting clothes is a phenomenon that has gained increased interest in recent years, not least in the research field where one has discovered environmental benefits. Clothing rentals are part of the circular economy and is a response to the negative environmental impact caused by the linear way of working in the textile industry. Despite this knowledge, there is still a high demand for newly produced fashion. Thus, renting clothes can be a way of fulfilling consumer needs to renew themselves with less negative environmental impact. The purpose of this study is to gain further understanding of how consumers experience collaborative consumption, specifically clothing rental. With its qualitative nature, this study identifies consumers perceived advantages and disadvantages as well as differences and similarities between rental models. By conducting twelve semi-structured interviews with experienced consumers data was collected. Through the lens of Social Exchange Theory (SET), the respondents’ answers could be categorized in to different themes. The theory also worked as a tool to analyze how consumers weigh perceived advantages and disadvantages when choosing whether or not to use a rental service. Through the identified themes, perceived differences and similarities between various rental services could be determined and used as a basis for understanding why consumers experience the concepts differently. Based on the answers of the respondents’, five different rental models were identified. By applying SET six hedonistic and six utilitarian motives was found. In addition, trust and reduced risk were important factors in the consumers decision. The research also resulted in a modified version of SET that implies that some factors weight heavier than others. Several of the utilitarian motives as well as perceived risk were more decisive, despite the fact that consumers experienced more advantages than disadvantages. The result also showed that once consumers have experienced the concept of renting clothes, their attitude is generally positive. Therefore, this study contributes to deeper knowledge about collaborative consumption and business models based on clothing rental. It can also be useful in further research as well as for the development of the industry and similar business models. This report is presented in Swedish.

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[pt] Este estudo parte do princípio de que o exercício projetual pode ter como fim a resolução de problemas sociais complexos e também servir como ferramenta à disseminação de práticas cidadãs, através do desenvolvimento de plataformas que suportem e encorajem estas ações. Este estudo parte do princípio ainda de que as possibilidades colaborativas viabilizadas pelas novas Tecnologias de Informação e Comunicação (TIC s) podem ser aliadas a estas finalidades. Neste sentido, esta dissertação de mestrado se ocupa do estudo de projetos de suporte ao que chama de novas práticas colaborativas cidadãs; ou seja, ações colaborativas voluntárias e cidadãs, viabilizadas pelas novas Tecnologias de Informação e Comunicação. / [en] This study assumes that the projectual exercise may be aimed at solving complex social problems and also serve as tool for dissemination of citizen practices by developing platforms that support and encourage these actions. This study also assumes that the collaborative opportunities made possible by the new Information and Communication Technologies (ICT s) can be combined with these purposes. Therefore, this dissertation deals with the study about support projects to what it calls new citizen collaborative practices, in other words, citizen and voluntary collaborative actions, enabled by the new Information and Communication Technologies.