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Consumer motivations to create alternative consumption platforms

Author

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  • Bajaj, Dr Neha
  • Steel, Marion
  • Ogden, Steve
  • Rahman, Kaleel

Abstract

Consumers are participating in alternative consumption channels in increasing numbers, but increasingly they are becoming creators as well as consumers. The triggers and motivations that lead to consumers becoming creators have been explored in this paper, as we examine the motivations for consumers to become initiators of Collaborative or Alternative Consumption platforms. In-depth interviews examined initiators’ experiences and found that unmet needs from existing retail providers triggered the move to creation. However, the impetus to move from unmet needs to creation included specific intentions. The findings uncover six motivations to create Collaborative or Alternative platforms, with most creators noting two or more motivating elements. This research demonstrates that consumers can be initiators, and creators of alternative consumption platforms and provides an original perspective to understand the consumers in this context.

Suggested Citation

  • Bajaj, Dr Neha & Steel, Marion & Ogden, Steve & Rahman, Kaleel, 2020. "Consumer motivations to create alternative consumption platforms," Australasian marketing journal, Elsevier, vol. 28(3), pages 50-57.
    • Handle: RePEc:eee:aumajo:v:28:y:2020:i:3:p:50-57
    DOI: 10.1016/j.ausmj.2020.06.001
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    References listed on IDEAS

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    Cited by:

    1. Starr, Richard G. & Zhu, Andrew Q. & Frethey-Bentham, Catherine & Brodie, Roderick J., 2020. "Peer-to-peer interactions in the sharing economy: Exploring the role of reciprocity within a Chinese social network," Australasian marketing journal, Elsevier, vol. 28(3), pages 67-80.
    2. Lang, Bodo & Botha, Elsamari & Robertson, Jeandri & Kemper, Joya A. & Dolan, Rebecca & Kietzmann, Jan, 2020. "How to grow the sharing economy? Create Prosumers!," Australasian marketing journal, Elsevier, vol. 28(3), pages 58-66.
    3. Tan, Teck Ming & Makkonen, Hannu & Kaur, Puneet & Salo, Jari, 2022. "How do ethical consumers utilize sharing economy platforms as part of their sustainable resale behavior? The role of consumers’ green consumption values," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    4. Lim, Weng Marc, 2020. "The sharing economy: A marketing perspective," Australasian marketing journal, Elsevier, vol. 28(3), pages 4-13.
    5. Northey, Gavin & Brodie, Rod, 2020. "Leveraging the power of the sharing economy," Australasian marketing journal, Elsevier, vol. 28(3), pages 1-3.
    6. Sands, Sean & Ferraro, Carla & Campbell, Colin & Kietzmann, Jan & Andonopoulos, Vasiliki Vicki, 2020. "Who shares? Profiling consumers in the sharing economy," Australasian marketing journal, Elsevier, vol. 28(3), pages 22-33.

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