Collaborative Consumption and Personal Values: The Case of Bicycle-Sharing System

• Autor(a) principal: de Arruda, Hanna Rocha
• Data de Publicação: 2016
• Outros Autores: Bandeira, Emanuella Lustosa, Da Silva, Áurio Lúcio Leocádio, Rebouças, Silvia Maria Dias Pedro
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/12160
• topic: Personal Values; Collaborative Consumption; Bicycle-Sharing; Public Policies; Sustainable Mobility.; Valores Pessoais; Consumo Colaborativo; Bicicleta Compartilhada; Políticas Públicas; Mobilidade Sustentável.

Collaborative consumption is a global trend and boosted growth by individual motivations and environmental, social and economic present in daily life, as a way to foster a more conscious and sustainable consumption. Considering the influence of personal values ​​on consumer behavior, this research aims To analyze the relationships between personal values ​​and collaborative use of bikesharing. Therefore, with regard to the bikesharing consumers, it is identified their personal values; their motivations; and their profiles. It is also under study the relationship between personal values ​​and collaborative consumption. This is a descriptive quantitative research, conducted through a survey of 172 users of the bike-sharing Fortalezas system, the Bicicletar. To do this, we use factor analysis, cluster analysis and linear regression. The results indicate that the preponderant personal values ​​are self-determination and motivation; the main reason for using this system are the cost and time savings. There are 3 profiles of consumers, however, in general, the system is used for leisure on weekends, for young people, for middle-income and high education levels; confirming previous studies. Personal values ​​dont influence significantly the collaborative consume.It is suggested to the government the development of public policy that encourages this form of sustainable mobility.