Market-Mediated Collaborative Consumption in the Context of Car Sharing

Abstract

We examine the collaborative consumption (Felson and Spaeth 1978) in the marketplace within the context of car sharing (e.g., Zipcar). We conducted 45 semi-structured interviews with Zipcar customers to help develop a market-mediated model of collaborative consumption. We investigate consumer motivations for participating in car sharing, compare and contrast the model with car ownership, and investigate the role of the company in mediating the model. Our results highlight the lack of brand community, the paradox of freedom within car sharing, and the lack of responsibility present in the model. We discuss the implications of our findings for theories of brand building, brand community, and gift giving/sharing (Belk forthcoming).