Caracterização das motivações do consumo colaborativo: uma análise de determinantes para as práticas de consumo na plataforma Airbnb

Abstract

The dynamics of unstoppable consumption can be characterized as an unsustainable practice, causing irreparable damage to the environment, especially related to the misuse of natural resources. A barrier to the progress of this culture is the development of greater environmental awareness by the consumer, causing changes in consumption behavior through more sustainable practices. In this scenario, the Collaborative Consumption arises with an alternative, with the premise that access to a certain good is more relevant than its possession. Therefore, the main objective of this study is to identify which are the main determinants of Collaborative Consumption. To achieve this, a quantitative and a field research, along with a sample of Airbnb (hosting sharing platform) users’ were produced. Eight determinants were selected and through 25 variables were explored in data collection instrument. The results’ investigation were carried out by two distinct processes: (1) Descriptive Analysis, which it was possible to identify "Internet", "Confidence", "Economic Benefits" and "Quality" as the most relevant determinants to this type of consumption; (2) Exploratory Factor Analysis, which grouped the variables, constituent of the determinants, into 3 new components, designating the Factor 2 as the most relevant to the practices of accommodation sharing.