A new lease on life : Why do Norwegian Consumers Participate in Collaborative Consumption? A case study of Airbnb and Bilkollektivet

Abstract

Norwegians have started to show an increased interest in the new socio-economic
\ngroundswell – collaborative consumption. The new economic model is characterized by
\ncomponents such as peer-to-peer transactions, utilization of idle capacity and access over
\nownership.
\nThe objective of this master thesis has been to gain knowledge of why Norwegians choose to
\nparticipate in collaborative consumption. We have conducted a case study of Airbnb and
\nBilkollektivet. The study has been carried out by focus groups interviews with 17 current
\nusers of these platforms. The broad range of factors identified during the interviews was
\ncoded and reduced into different categories. We identified five categories: financial,
\nconvenience, experiential, social and symbolic.
\nThe main reasons why people choose to participate in collaborative consumption are often
\ndescribed as a mean to do good. However, their intentions may not be entirely pure, as
\nparticipation offers users possible financial benefits as well. Our findings indicate that the
\nmotive for participation was predominantly financial. It seems like the Norwegians have
\nbypassed the initial idealistic phase and right into the more “business like” phase of
\ncollaborative consumption. In addition, the users also found participation appealing, as the
\nservices are convenient to use and offers them perceived control in every step of the process.
\nThrough collaborative consumption the power is shifting to the consumers, where they can
\nstart deciding which products and services that matters.