Collaborative consumption: the perspective of Brazilian consumers

One of the new practices aimed at sustainable consumption involves structures that facilitate shared consumption. These practices include service systems, redistribution markets and collaborative lifestyles (Schiel, 2015) and can present responses to socio-environmental problems in the areas that involve daily consumption practices, enhancing the use of resources and the satisfaction of needs based on the precepts of sustainability. Hamari Sjöklint and Ukkonen (2016) developed a scale to measure the behavioral tendency of consumers for shared consumption practices in terms of attitude and behavioral intention, correlating them with the intrinsic motivational factors of sustainability and pleasure, and the outward motivational factors reputation and economic benefits. It is essential to understand how consumers evaluate these new possibilities to carry out their daily consumption practices, and there is a predominance of studies on collaborative consumption in European and North American countries. Hence the problem that guides this research project, namely: What is the trend of Brazilian consumer behavior towards shared consumption practices as an alternative to sustainable consumption? For that, a survey with online questionnaires to Brazilian consumers. The constructs of interest of the research were sustainability, satisfaction, reputation, economic benefits, used as independent variables, and attitude and behavioral intention, characteristics as dependent variables. The sample investigated so far was 240 respondents. Normal distribution and scale validation tests (Cronbach Alpha and Exploratory Factor Analysis) were performed, and inferential statistics such as correlation and regression were applied to verify relationships between the studied variables. The results point to the validation of the scale used and show that the motivations that influence the attitude and behavior of the Brazilian consumer in collaborative consumption are sustainability, satisfaction, and economic benefits. However, unlike the study by Hamari Sjöklint and Ukkonen (2016), reputation did not have a significant influence on the attitude and behavior of Brazilian consumers.