- shareNL - shareNL founders - shareNL co-founders - examples from (my) daily life research on collaborative consumption (by Pieter van de Glind) opinion leaders stakeholders collaborate

1. EESC PUBLIC HEARING BRUSSELS
Collaborative consumption:
a sustainable model for the 21st century
‣ European Economic and Social Committee
‣ public hearing
‣ part I: concept, challenges & opportunities
‣ 25 September 2013
‣ Brussels, Belgium

2. ‘It is imperative to encourage the
relevant authorities to develop as
many actions as possible to provide
information and raise awareness
about collaborative consumption.’
- EESC
EESC OBJECTIVE

3. ‘And to carry out the necessary
studies to promote new alternatives
and evaluate the advantages of
existing studies.’ - EESC
EESC OBJECTIVE

4. CONTENTS
‣ shareNL
‣ shareNL founders
‣ shareNL co-founders
‣ examples from (my) daily life
‣ research on collaborative consumption (by Pieter van de Glind)
‣ opinion leaders
‣ stakeholders
‣ collaborate

5. shareNL
‣ collaborative consumption platform NL
‣ consumers / businesses / government
‣ research / consultancy / events
‣ 6 founders
‣ co-founder: Pieter van de Glind (research)
‣ co-founder: Harmen van Sprang
‣ @share_NL
SHARENL

6. FOUNDERS

7. FOUNDER: PEERBY

8. FOUNDER: SNAPPCAR

9. FOUNDER: TOOGETHR

10. FOUNDER: KONNEKTID

11. FOUNDER: THUISAFGEHAALD

12. FOUNDER: FLOOW2

13. ‣ co-founder shareNL
‣ founder tuintjedelen.nl
‣ curator collaborativeconsumption.com
‣ about.me/pieter.van.de.glind
‣ pieter@shareNL.nl
‣ @p_vd_glind
CO-FOUNDER: PIETER VAN DE GLIND

14. CO-FOUNDER: PIETER VAN DE GLIND
‘Unfortunately’ Pieter is in Brazil...

15. ‣ co-founder shareNL
‣ consultant creative industries @ Syntens
‣ curator collaborativeconsumption.com
‣ about.me/harmenvs
‣ harmen@shareNL.nl
‣ @harmenvs
CO-FOUNDER: HARMEN VAN SPRANG

16. EXAMPLES FROM (MY) DAILY LIFE

17. STAY IN BRUSSELS

18. HOME EXCHANGE

19. CLOTHING

20. CAR SHARING

21. MY NEIGHBOURHOOD IN AMSTERDAM

22. RESEARCH
The consumer potential of collaborative
consumption.
Identifying (the) motives of Dutch collaborative
consumers &
Measuring the consumer potential of collaborative
consumption within the municipality of Amsterdam.

23. What is, and which factors explain, the willingness of Amsterdam
citizens to take part in collaborative consumption?
Sub questions:
1. what factors have caused current users of collaborative consumption to
start using it?
2. what is the willingness of Amsterdam citizens that are not yet taking
part in collaborative consumption to start doing so?
3. what factors found in sub question 1 relate to the willingness of
Amsterdam citizens that are not taking part in collaborative consumption
to start doing so?
RESEARCH QUESTIONS

24. CONCEPTUAL MODEL

25. What is, and which factors explain, the willingness of Amsterdam
citizens to take part in collaborative consumption?
Sub questions:
1. what factors have caused current users of collaborative consumption to
start using it?
2. what is the willingness of Amsterdam citizens that are not yet taking
part in collaborative consumption to start doing so?
3. what factors found in sub question 1 relate to the willingness of
Amsterdam citizens that are not taking part in collaborative consumption
to start doing so?
RESEARCH QUESTION 1

26. Extrinsic motives:
‣ practical need
‣ financial gains
‣ receiving praise from others
Intrinsic motives:
‣ social
‣ environmental
Other factors:
‣ online & offline experience
‣ (social) media
‣ recommendation
RESULTS

27. What is, and which factors explain, the willingness of Amsterdam
citizens to take part in collaborative consumption?
Sub questions:
1. what factors have caused current users of collaborative consumption to
start using it?
2. what is the willingness of Amsterdam citizens that are not yet taking
part in collaborative consumption to start doing so?
3. what factors found in sub question 1 relate to the willingness of
Amsterdam citizens that are not taking part in collaborative consumption
to start doing so?
RESEARCH QUESTION 2

28. RESEARCH SAMPLE
A large N-survey (online) amongst 1330 panel members of the
Research and Statistics Department of Amsterdam (O+S)

29. Taker Provider Total
(very) likely (very) likely (very) likely
Objects (power drill & bicycle) 50,7 % 52,2 % 51,5 %
Cars 37,5 % 24,6 % 31,1 %
Rides 54,9 % 66,1 % 60,5 %
Meals 25,6 % 17 % 21,3 %
Gardens 27,8 % 14,3 % 21,1 %
Travel accommodation 58 % 13,1 % 35,6 %
Skills (language learning) 52,2 % 35,9 % 44,1 %
Average 43,8 % 31,9 % 37,9 %
RESULTS
DEPENDENT VARIABLES

30. 82% would lend out his/her
power drill.
RESULTS
DEPENDENT VARIABLES

31. 84% would take part in at least one
of the examples of collaborative
consumption.
RESULTS
DEPENDENT VARIABLES

32. No money ‘greater’ than money.
RESULTS
DEPENDENT VARIABLES

33. What is, and which factors explain, the willingness of Amsterdam
citizens to take part in collaborative consumption?
Sub questions:
1. what factors have caused current users of collaborative consumption to
start using it?
2. what is the willingness of Amsterdam citizens that are not yet taking
part in collaborative consumption to start doing so?
3. what factors found in sub question 1 relate to the willingness of
Amsterdam citizens that are not taking part in collaborative consumption
to start doing so?
RESEARCH QUESTION 3

34. ‘Renting out the car?
My husband would be horrified!’
RESULTS

35. ‘You should never lend out your wife,
your car and your camera.
Misery will follow.’
RESULTS

36. Explaining factors
‣ saving / making money
‣ meeting people
‣ contributing to a healthy environment
‣ recommendation
‣ general social attitude
‣ social attitude towards the neighbourhood
‣ environmental behaviour
‣ online and offline experience
RESULTS
NORMAL INDEPENDENT VARIABLES

37. Not explaining factors
‣ following mainstream media
‣ being subscribed and/or active on social media (like Facebook)
‣ already taking part in collaborative consumption
RESULTS
NORMAL INDEPENDENT VARIABLES

38. Small significant effects found for all demographics
‣ gender: women slightly more likely than men
‣ education level correlates positively with the dependent variables
‣ income correlates negatively with meal, skill and garden exchanges
‣ age correlates negatively with garden and accommodation
‣ ethnicity: minority of non-western foreigners most likely to take part in
collaborative consumption
‣ household type: people living alone, or alone with children are more
likely to take part in collaborative consumption than other household
groups
DEMOGRAPHICS
RESULTS

39. Konnektid Peerby Snappcar Thuisafgehaald
(Shareyourmeal)
Toogethr
I know this platform
and I have subscribed
0,2 1,1 0,7 3,2 0,3
I know this platform
but have not
subscribed
1,1 4,4 7,4 20,2 1,6
I do not know this
platform
98,7 94,5 92 76,6 98,1
Do you know these collaborative consumption platforms?
RESULTS

40. RESEARCH QUESTIONS
What is, and which factors explain, the willingness of Amsterdam
citizens to take part in collaborative consumption?
Sub questions:
1. what factors have caused current users of collaborative consumption to
start using it?
2. what is the willingness of Amsterdam citizens that are not yet taking
part in collaborative consumption to start doing so?
3. what factors found in sub question 1 relate to the willingness of
Amsterdam citizens that are not taking part in collaborative consumption
to start doing so?

41. CONCLUSIONS
There is a substantial willingness
among Amsterdam citizens to take
part in collaborative consumption.

42. CONCLUSIONS
Different people are willing to take
part in different examples of
collaborative consumption and have
different intrinsic and extrinsic
motives to do so.

43. CONCLUSIONS
Therefore, it is concluded that
collaborative consumption has a
considerable consumer potential.

44. CONCLUSIONS
From a consumer behaviour
perspective, the findings from this
research indicate that the transition
to a new socioeconomic
groundswell of collaborative
consumption is indeed taking place.

45. CONCLUSIONS
And it is likely that collaborative
consumption will gain even more
momentum over the next years.

46. RECOMMENDATIONS
Keep promoting all the benefits of
your platform.

47. RECOMMENDATIONS
Reach out to new demographics
groups.

48. RECOMMENDATIONS
Do not just depend on social media.

49. RECOMMENDATIONS
Be aware that you are part of a
(potential) transition.

50. OPINION LEADER: RACHEL BOTSMAN
Rachel Botsman
‘Transition from hyperconsumption towards a century
of collaborative consumption.’

51. OPINION LEADER: LISA GANSKY
Lisa Gansky
‘Technology connects us. Humanity unites us.’
As heard from Lisa at our shareNL meetup last
Thursday (via Google Hangout)

52. STAKEHOLDERS
Stakeholders
‣ collaborative consumption platforms
‣ academics
‣ media
‣ businesses / corporations
‣ government / politics
‣ you: consumer / individual

53. STAKEHOLDERS
The owners of collaborative consumption platforms

54. STAKEHOLDERS
Academics

55. STAKEHOLDERS
Media

56. STAKEHOLDERS
Mainstream businesses

57. STAKEHOLDERS
Government

58. STAKEHOLDERS
You
What is your willingness to take part in
collaborative consumption?
You can start today!

59. LET’S COLLABORATE

60. LET’S COLLABORATE
academics
government
collcons platforms media
youbusinesses
+
+
+
+

61. LET’S CHANGE THE WORLD...
Collaborative consumption:
‘One of the 10 ideas that will
change the world.’ -

62. ...TOGETHER!

63. ‣ EESC: Dorota, Miriam & Yolanda
‣ shareNL founders
‣ colleagues in the field
‣ Syntens Innovation Center
‣ you for your interest in this topic
‣ my wife for standing beside me
‣ and last but not least...
CREDITS
Thank you

64. CREDITS
Pieter van de Glind
Research:
‣ bit.ly/sNLCC
Questions

65. on

66. the

67. research?

68. Ask

69. Pieter!

70. shareNL
‣ www.shareNL.nl
‣ info@shareNL.nl
LET’S KEEP IN TOUCH