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COLLABORATION OR BUSINESS? Collaborative Consumption: from Value for Users to a Society with Values Credits

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COLLABORATION OR BUSINESS? Collaborative Consumption: from Value for Users to a Society with Values Credits COLLABORATION OR BUSINESS? Collaborative consumption: From value for users to a society with values Credits "COLLABORATION OR BUSINESS? Research is product of the joint efforts of the following “Let the users speak: they give CC the thumbs up” organisations: Consumers’ survey: Rubén Cabrerizo (supervisor), From value for users to a society Marco Anelli, Ana Almeida, Christophe Rossini and Guy OCU (Coordination) Sermeus. with values" is a project Amaya Apesteguía (Project Coordination), Rubén Cabrerizo and Silvia Sánchez “CC & the Law: a safe legal environment for sponsored and developed by four participants?” Legal Research: Leonardo Puebla Altroconsumo (supervisor), Rosa Guirado (methodological coordination), european consumer organisations Eliana Guarnoni and Antonietta Agostinelli Avv. Constanza Martino, Studio legale Missaglia, Sofía Lima and Anne-Lise Evrard. (OCU, Altroconsumo, Deco Deco Proteste Antonieta Duarte, Ana Almeida and Sofía Lima “Measuring the impact of CC” & “CC Platforms: Proteste and Test-Achats/Test- from utility to community” Social Research: Amaya Test-Achats / Test-Aankoop Apesteguía (supervisor), Ángel Gordo (main researcher Aankoop) with the aim of raising Christian Rousseau, Christophe Rossini, France Kowalsky for the methodological design, field research, analysis and Guy Sermeus and scientific report), Javier de Rivera (field research, European consumers’ awareness analysis and scientific report), María Avizanda (desk and Cibersomosaguas (Universidad Complutense): delphi research), Eliana Guarnoni, Antonieta Duarte and of the impact of collaborative Ángel Gordo, Javier de Rivera and María Avizanda Christian Rousseau. consumption. Ouishare (Advisor) Edition: Cristina Olmeda Albert Cañigueral and Luis Tamayo English proofreading & edition: Paul Cassidy Design and layout: Abel Guzmán / colectivomelon.com Collaborative Consumption: Collaboration or business? 2 Index CREDITS ............................................................................................................................ 2 02.3. Prosumers' obligations .................................................................................................................. 34 02.4. Consumer rights ............................................................................................................................ 34 INDEX ................................................................................................................................ 3 02.5. Legal Evaluation of CC Platforms ................................................................................................ 35 02.6. Conclusions .................................................................................................................................... 38 SUMMARY ........................................................................................................................ 4 MEASURING THE IMPACT OF CC: WHAT THE EXPERTS HAVE TO SAY… .............. 39 GLOSSARY ........................................................................................................................ 7 03.1. A time for metrics: The triple impact of Collaborative Consumption ............................................. 39 03.2. Delphi Results: consultation with experts on the triple impact of CC ............................................ 41 INTRO ................................................................................................................................ 8 03.3. Survey of CC Platforms: Too soon for transparency ..................................................................... 44 03.4. Results of Platforms' Survey: Economic, social, and environmental impact assessment ............... 45 COLLABORATIVE CONSUMPTION: A NEW FRONTIER? ............................................. 8 03.5. Conclusions .................................................................................................................................... 51 Introduction .............................................................................................................................................. 8 What is collaborative consumption? ..................................................................................................... 8 PLATFORMS: FROM UTILITY TO COMMUNITY ........................................................... 53 A complex phenomenon ....................................................................................................................... 11 04.1. A social netnography of platforms .............................................................................................. 53 CC: a potential game changer? ............................................................................................................. 11 04.2. Platform performance on social dimensions ............................................................................. 54 Or CC is not such a fair play? ............................................................................................................... 12 04.3. Typologies: community, network, and transaction platforms ........................................................... 57 Evaluating platforms ............................................................................................................................. 13 04.4. Case studies: illustrative examples of different approaches to CC .................................................. 60 04.5. Conclusions .................................................................................................................................... 63 LET THE USERS SPEAK ................................................................................................. 15 01.1. Results from a survey of 8,670 consumers ................................................................................ 15 RECOMMENDATIONS FOR MORE AND BETTER COLLABORATION ....................... 64 01.2. Participation in CC initiatives: More than 70% of respondents had engaged in CC .......................... 16 01.3. Reasons for participating in CC initiatives: economic benefits and practicality ............................ 25 ANNEX 1: LEGAL PROTOCOL EXAMPLE .................................................................... 66 01.4. Barriers to participation in CC initiatives .................................................................................. 26 01.5. Users' opinions on CC participation: A safe and satisfactory experience ....................................... 27 ANNEX 2: NETNOGRAPHIC SOCIAL PROTOCOL ...................................................... 67 01.6. Complaints about participating in on-line CC activities .......................................................... 29 01.7. Conclusions .................................................................................................................................... 30 NOT FOR COMMERCIAL USE ....................................................................................... 69 CC & THE LAW: A SAFE ENVIRONMENT FOR USERS? .............................................. 31 02.1. Collaborative platforms: a two-level relationships ....................................................................... 31 02.2. Users and platforms ..................................................................................................................... 33 Collaborative Consumption: Collaboration or business? 3 Some crucial questions: Is CC creating value for process was conducted to identify key impact individuals and for society? indicators in collaboration with 33 CC experts. On the basis of the Delphi research an on-line questionnaire Four consumers associations - Altroconsumo (Italy), was developed and sent to 70 CC platforms, however DECO-Proteste (Portugal), OCU (Spain) and Test-Achats/ only 26 responded. Test Aankoop (Belgium) - came together to undertake a pioneering research project on the CC phenomenon - An observational study of the legal dimensions of Summary from the point of view of its effect on consumers and CC platforms: Using a bespoke observational protocol, society. In undertaking this research we set out a series researchers evaluated 70 CC platforms on the basis of of questions that we thought were important to resolve: a series of legal issues. 1. Do P2P collaborative consumption platforms add - A Netnographic study of the social and interactive value for individual consumers? dimensions of CC platforms: Using a completely original instrument researchers evaluated the Carpooling, P2P accommodation, repair cafés, bartering 2. Are CC platforms a safe environment for users? systems and content of 70 CC platforms for networks, social eating and micro-task sites are functionality, virtual reputation, monitoring and just some of the Collaborative Consumption (CC) 3. Do P2P CC platforms produce the beneficial impacts community footprint. activities and services that have exploded onto the that some claim they do at economic, social and public consciousness over the last decade. Driven by environmental levels? Are they creating value for Consumers’ survey: users give CC the “thumbs up” technological innovation, some of these ventures have society as a whole? become well known for their run-away international The survey questionnaire was designed to establish CC success and others for their ability to mobilise citizens 4. Does the CC phenomenon represent a paradigm awareness levels, participation rates, reasons for and at local level, but all signal a change in the consumption
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