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

Abstract

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 Fortaleza’s 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 ​​don’t influence significantly the collaborative consume.  It is suggested to the government the development of public policy that encourages this form of sustainable mobility.