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Reducing resource use through shared access to consumer goods: Barriers and motivations

Aspect Network
October 22, 2020

Reducing resource use through shared access to consumer goods: Barriers and motivations

Aspect Network

October 22, 2020

More Decks by Aspect Network


  1. Reducing resource use through shared access to consumer goods Chris

    Hellawell Founder & Director, Edinburgh Tool Library Eve Kekeh Founder, Bundlee Dr Carmela Bosangit & Dr Nicole Koenig-Lewis Marketing & Strategy Section Cardiff Business School, Cardiff University Academic Researchers Business Owners
  2. Audience Participation Go to www.menti.com and use the code 25

    17 70 9
  3. Setting the Scene ggggg Source: Ellen McArthur Foundation & Circular

    Fibres Initiative (2017): A new textiles economy: redesigning fashion’s future
  4. Consequences of Consumption Excessive capacity and waste • 30% of

    clothes in our wardrobes not been used for at least one year (est. £30 billion) (https://www.wrap.org.uk/content/textiles-overview) • 80% of household items are used less than once a month (https://www.ellenmacarthurfoundation.org/explore/cities-and-the-circular-economy) • average car remains 96% of the time idle (https://www.racfoundation.org/motoring-faqs/mobility#a5) • around 350,000 tonnes of used clothing send to landfill in the UK every year (https://www.wrap.org.uk/content/textiles-overview) • Materialism ≠ Happiness Levels (Moldes, Andres and Ku 2020)
  5. Access-Based Business Models Renting & Lending without transfer of Ownership

    e.g. AirBnB; hiyacar, HURR, Our Closet e.g. ZipCar, Stich Fix, Bundlees, BuildUrBricks, Library of Things Peer-to-Peer Lending Business-to-Consumer Business-to-Business Peer-to-Peer Offline – traditional sharing with family members, neighbours, friends, colleagues  Membership fee + Pay per use  Subscription
  6. New Business Models John Lewis Furniture & Technology Rental with

    Fat Llama Source: https://flex.fatllama.com/ Selfridges & HURR – Clothes Rental https://www.selfridges.com/GB/en/features/project-earth/rent/
  7. • British Academy/Leverhulme Trust funded research project on access-based consumption

    • Could access-based consumption models for every-day consumer goods become mainstream? • To what extent could manufacturers and traditional retailers leverage the growth of the sharing economy and generate revenue by renting items? • Relatively little knowledge on how consumers perceive alternative consumption models (Edbring, Lehner, & Mont, 2016) – specifically underlying motivations and barriers to renting every-day consumer goods • a general gap in knowledge about the social-psychological effects of shared consumption on the individual (Roos & Hahn, 2017) Study Rationale Academic Research
  8. (based on UK online panel study, Dec 2019, n=1,462, 18-54

    yr olds) Awareness Levels Main findings
  9. • around 50% agreed that by renting consumer goods they

    could help to conserve natural resources, contribute to reducing waste and a better living environment • 41% of respondents felt that renting from an online rental company for a fee is a good alternative to ownership Main Findings (based on UK online panel study, Dec 2019, n=1,402, 18-54 yr olds)
  10. Main Findings • Sense of ownership was less important •

    Still a stigma attached to renting and pre-owned goods • sustainable benefits linked to renting can serve as a positive self-sigma • 41% of 18-24 yr olds would feel proud to rent consumer goods instead of buying these brand new
  11. the baby clothing rental service bundlee.co.uk, @bundleebaby Eve Kekeh, eve@bundlee.co.uk

  12. Why buy when you can share? • Save money •

    Save space • Be kind to the planet • Better communities www.edinburghtoollibrary.org.uk @ETLChris @edintoollibrary
  13. Audience Results

  14. Any questions from the audience? Illustration by www.laurasorvala.com More information

    on our BA/Leverhulme funded research project here: https://sway.office.com/VrmwE7Dvum0MvqkV Contact: koenig-lewisn@cardiff.ac.uk bosangitc@cardiff.ac.uk