Deductions of Collaborative Consumption

Case: Peer to Peer Car Sharing

Table of Contentss



Literature Review

Short term Deductions

The Zero Marginal Cost Theory

Long term Implication of Collaborative Consumption: Case – Peer to Peer Ride Sharing

Deduction of Hyper-Consumption on Environmental Sustainability and GDP:

Discussion of Result




Collaborative ingestion besides known as “Sharing economy” is interrupting long-held thoughts about ownership, bring forthing excess gross watercourses for people while cut downing demand for stuffs through loaning, trading, leasing, endowing, bartering, trading and sharing through engineering and equal to peer communities. With the leading of pioneers like Kickstarter and Airbnb, we are eventually recognizing that there is no existent advantage to possessing more things, when we can still hold entree to stuff that we need or the experiences we crave. Most economic experts believe that collaborative ingestion is the Zeitgeist of future, and an advanced socio-economic attack to transforming the manner we live. While all these enterprises have led to several multibillion dollar successes and brought community back into manner in Europe and US, but so it surely has its portion of critics. The inquiry remains whether the sharing economic system theoretical account that materialized in the current recessionary market environment can prolong in the hereafter market. This paper attempts to analyse the deductions of collaborative ingestion based on collaborative auto sharing theoretical account to find if collaborative ingestion represents a feasible and sustainable option to the on-going hyper ingestion economic system.

Keywords:Collaborative ingestion, hyper ingestion, sharing economic system.


Sharing has ever been a common pattern among friends, households, neighbours and members of the society. In recent old ages this construct of sharing has materialized from community pattern to a riotous concern theoretical account widely popular as Collaborative Consumption ( CC ) or the Sharing Economy. This theoretical account is based on the very foundation of resource sharing and allows people to entree resource without holding to have them with in a short span of clip ( Gansky, 2010 ) .

Collaborative ingestion is signifier of ingestion developed on the premiss of peer-to-peer exchange that facilitate loaning, trading, leasing, endowing, bartering, trading and sharing of services and goods without holding to secure them outright. Alternatively of paying the full sum to have a merchandise that will likely be travel fresh ; people can hold shared ownership of the service or merchandise by paying a little sum. This non merely saves consumers disbursals but in long tally servers the economic system and the environment every bit good ( Botsman & A ; Rogers, 2010 ) .

Several factors have contributed to the rise of collaborative ingestion. Venture capitalist Mark Suster at LeWeb conference, London pointed them as debt, demographics, un/under-employment, scarce resources, demographics and globalisation ( Suster, 2014 ) . Such factors have shifted consumers from 20Thursdaycentury’s ingestion behaviour of hyper-consumption towards new socio-economic phenomenon. ( Botsman & A ; Rogers, 2010 ) In their book “What ‘s mine is yours”hold identified the cardinal drivers of collaborative ingestion as:

  1. “A planetary recession that has basically shocked consumer behaviors” .
  2. “A renewed belief in the importance of community” ;
  3. “A rush of peer-to-peer societal webs and real-time technologies” ; and
  4. “Pressing unsolved environmental concerns” ;

The revival of the collaborative economic system the aroused many inquiries environing the deduction and associated hazards. One of the major inquiries is what will be the impact in the economic system and can it truly prolong in the hereafter and win in heightening economic system while turn toing the environmental concerns. These inquiries will be explored in the undermentioned subdivisions.

Literature Review

The consumer market in developed market is traveling through singular alterations right now. This phenomenon of coaction and sharing has disrupted the hotels ( Airbnb, Couch Surfing ) , transit ( Uber, Lyft, ZipCar ) and quickly widening to other sectors such as funding ( LendingClub, Kickstarter ) and even staffing ( Taskrabbit, Odesk ) . Deduction of such break to the overall environment and economic system is analyzed in the undermentioned subdivisions.

Short term Deductions

C:UsersAdministratorDocumentsUntitled-1.pngThe traditional market topographic point is undergoing immense break due to Collaborative ingestion as it is the new theoretical account wholly redefines the buyer-seller relationship. Here we look at the Auto Industry, where research show that ownership of 9-13 vehicles can be easy replaced by a individual auto sharing vehicle. To an mean auto maker this is creates a direct gross loss of at least $ 270,000. Further the impact on the eco system Cascadess from car parts to auto insurance, car loans, fuels and other services ( Owyang, 2013 ) . From this perspective sharing of service and merchandises between clients can take to a prodigious loss of revenue enhancement gross to the authorities.

The Zero Marginal Cost Theory

Sharing economic system can dramatically cut down the production cost of services and goods. The power of the community immensely improves antecedently inefficient base procedure ( such as taxi ordinances ) and creates a forcing map for concern to bring forth net income based on merchandises and services that appeal straight to users ( Rifkin, 2014 ) .

In economic footings, the cost of a merchandise – or a “good” – can be divided into two parts. The first portion is a “setup cost” which is the cost of piecing the squad and tools needed to do the first unit. The 2nd portion is called the “marginal cost” or the cost of bring forthing a individual, extra unit ( Rifkin, 2014 ) .

Traditional manufactured goods like autos and smartphones are in green. As you ramp up end product past the hurting point, restraints on mill substructure, overtime wage and the supply concatenation finally do doodads more expensive per unit to bring forth. Contrast this to digital goods like eBooks and smartphone apps in ruddy. They merely acquire cheaper and cheaper as you scale ( Rifkin, 2014 ) ( Cowen, 2013 ) .

The ownership of a nucleus procedure is surrendered to community coaction. Competitive markets have focused on driving productiveness up and fringy costs down, enabling concerns to cut down the monetary value of their goods and services to vie against each other and win clients. ( Cowen, 2013 )

Within service industries likehospitality and transit, new entrants are wining non by optimising production, but by extinguishing production cost wholly. See Uber vs. traditional cab companies. For a traditional cab company to add another cab to its fleet, a auto and licence demand to be acquired at important cost. Alternatively of shouldering that apparatus cost, Uber can add another cab to its stock list at about no cost by enabling people to portion their existing autos, all coordinated via the cyberspace. Airbnb does the same for leasing belongingss vs. geting more physical infinite ( Rifkin, 2014 ) .

Within the following decennary, concerns will necessitate to go much more unfastened and collaborative to last in an progressively zero fringy cost economic system. The sharing economic system and collaborative development will further streamline capitalist economy, and organisations that figure out how to get the hang this moral force will win.

Long term Implication of Collaborative Consumption

Harmonizing to Nielsen’s planetary online study of automotive purchase purpose, 65 per centum of respondents across 60 states program to purchase a new or used auto in the following two old ages. New auto purchase purpose is strongest in Asia-Pacific, where 65 per centum of respondents say they will purchase new, compared with merely 7 per centum that program to purchase used. In the part, this new auto demand will be driven by consumers in India ( 77 % ) , China ( 76 % ) , Thailand ( 68 % ) and Indonesia ( 63 % ) , where the outlook to purchase is highest. The peer-to-peer lease and sharing economic system could take to more efficient allotment of scarce resources and a cleaner economic system. The University of California at Berkeley’s Transportation Sustainability Research Center ( TSRC ) late published theresults of a countrywide study of over 6,200 auto sharing memberswhich shows between 9-13 vehicles shed for every auto sharing vehicle in the fleet. Of those, 4-6 vehicles were eliminated as a direct consequence of fall ining auto sharing and the balances were avoided/not purchased as a consequence of rank ( Shaheen & A ; Cohen, 2013 ) .

If we compare such degree of ingestion to Zip Car every driver who gives up their autos and exchange to Zipcar say they save an norm of $ 600 per month. Car partakers report cut downing their vehicle stat mis traveled by 44 % , harmonizing to Susan Shaheen of the University of California at Berkeley, and studies in Europe show CO2 emanations are being cut by up to 50 % per user ( Shaheen & A ; Cohen, 2013 ) . On norm, Zipcar members drive 2,500 fewer stat mis per twelvemonth, salvaging 219 gallons of gasolene yearly. It is expected that at current rank degrees, Zipcar will salvage 16 million gallons of gasolene and 150 million lbs of CO2 yearly ( The Economist, 2012 ) .

Deduction of Hyper-Consumption on Environmental Sustainability and GDP:

From an economic point of position one can reason that high ingestion is good for planetary economic system as the world-wide private ingestion disbursal ( household degree disbursal on services and goods ) exceeded $ 20 trillion by twelvemonth 2000 which is a four old addition from twelvemonth 1960. Yet on the long tally, if we view this from a wide position such degree of ingestion hazards ecological debasement which holds back the planetary economic system ( Worldwatch Institute, 2011 ) .

A study based on research conducted by economic experts, policy experts and scientist show that current clime alteration and C emanation have lowered the planetary economic system by lowered planetary end product by 1.6 % of universe GDP or by around 1.2 trillion dollars ( 2010 PPP ) . Losingss are expected to increase quickly, making 3.2 % of GDP in net norm planetary losingss by 2030. If emanations continue to increase unabated in a business-as-usual manner ( similar to the new IPCC RCP8.5 scenario ) , annual norm planetary losingss to universe end product could transcend 10 % of planetary GDP before the terminal of the century, with amendss speed uping throughout the century. The costs of clime alteration and the C economic system are already significantly higher than the estimated costs of switching the universe economic system to a low-carbon terms – around 0.5 % of GDP for the current decennary, although increasing for subsequent decennaries ( DARA and the Climate Vulnerable Forum, 2012 ) .

Peer-to-peer activity is doing moving ridges by tackling the power of local communities to construct a more financially and ecologically sustainable hereafter in ways and on a graduated table ne’er before possible. From an economic position, it could besides be argued that organisations such as Zip Car are adding to the end product, if in a little manner ( Buczynski, 2013 ) . GDP measures points bought instead than the usage of the items/activity purchased. Take a simple illustration: the norm drill is used for merely 15 proceedingss in its life-time. GDP measures the figure of drills bought but in the instance of a drill, this is a hapless step of a nation’s end product when its use is so low. While Government and policy shapers obsess over GDP informations, any serious economic expert should hold that an efficient economic system is one in which the resources are deployed good, and where end product is utile. To set it inRachel Botsman’sterms – innovator of the collaborative ingestion motion – we need to be taking into history figure of holes drilled instead than figure of drills sold ( Bostsman & A ; Rogers, 2011 ) .

The sharing economic system is going an progressively recognized characteristic of the concern landscape. We estimate that the five chief sharing sectors ( peer-to-peer finance, online staffing, peer-to-peer adjustment, auto sharing and music picture streaming ) have the possible to increase planetary grosss from around $ 15 billion now to $ 335 billion by 2025 ( PwC, 2014 ) .

Sharing economic system houses are interrupting traditional industries across the Earth. For cogent evidence, look no further than Airbnb which, at $ 10 billion, can tout a higher rating than the Hyatt hotel concatenation ( Botsman & A ; Rogers, 2010 ) . Uber is currentlyvalued at $ 18.2 billion comparative toHertz at $ 12.5 billionandAvis at $ 5.2 billion. Beyond single houses, there are now more than 1,000 metropoliss across four continents where people can portion autos. The planetary sharing economic system market wasvalued at $ 26 billionin 2013 and some predict it will turn to go a $ 110 billion gross market in the coming old ages, doing it larger than the U.S.chain eating house industry ( PwC, 2014 ) . The gross fluxing through the sharing economic system straight into people’s billfolds will excel $ 3.5 billion this twelvemonth, with growing transcending 25 % , harmonizing to Forbes. The concern theoretical account – where equals can offer and buy goods and services from each other through an on-line platform – continues to be applied to new industries from auto sharing to peer-to-peer manner, among many others ( Cannon & A ; Summers, 2014 ) .

Discussion of Result

Collaborative ingestion provides the platform to link demand to the trim assets or infinite capacity. Growth of information and communicating engineering has eased entree and research of all manners of information ensuing development of legion concerns through ground-breaking online applications. Such applications have found advanced ways to run into the demands by maximising public-service corporation through efficient allotment of resource.

New Collaborative Economy

The new theoretical account enables equals offer complimentary grosss for naming their idle resources. This non merely reduces the cost of the service or goods offered but acts as the replacements of the market merchandises. Hence the supply curve displacements rightwards and consumers are left with more pick and better monetary value.

The current ingestion tendency produces immense sum of waste as the most of the current economic system is based on “take, make, dispose” procedures. In such context collaborative ingestion is the chance that tracks the idle capacities and transforms the maximal wastes into value resources. Not merely this phenomenon provides fiscal additions every bit good as long term economic additions without forcing people to purchase new merchandises it besides provides low-cost manner to move for the environmental sustainability.

Many traditional concern and labour markets have questioned the deduction of wholly exchanging to the collaborative economic system. In this scenario what concern demands to understand is that Collaborative Consumption is non azero sum game( Gansky, 2010 ) . Rather than sing this as a competition, it shows the demand to accommodate them into more efficient, inclusive and better system. In fact traditional large companies have already entered the game such as the rental company Avis entered the market by buying Zip-car, BMW has invested in Park-at-my-house and GM has partnered with Relay-Rides ( Hamari, Sjoklint, & A ; Ukkonen, 2013 ) .

Collaborative ingestion is socially and economically sustainable because it basically adapts to the demands of the consumer in order to be successful, alternatively of the other manner around. In other words, the consumer is non obligated to give their single life style or personal freedom. Because fewer merchandises are needed to fulfill the same sum of people, less waste is created. In this manner, collaborative ingestion is besides environmentally-sustainable. These houses bring important economic, environmental, and entrepreneurial benefits including an addition in employment and a decrease in C dioxide emanations ( in the instance of auto sharing services ) .


This research shows how a collaborative ingestion facilitates easier entree to capital goods without having them and farther liberate up resources and cut down pollution from reduced use. A bound of this survey is the appraisal of political and societal deductions of the collaborative ingestion. This could be a logical followers work to this research.

Through this survey, we saw the environmental and economic chances of collaborative ingestion and chance it brings to consumers ( equals ) and concerns to be a portion of planetary phenomenon towards efficiency and sustainability.

Even though collaborative ingestion is progressively being valued in one million millions, it is still a nascent motion in the underdeveloped universe. Awareness should be raised as it’s the determinations that organisations make today which determines how for the collaborative ingestion can populate up to its possible.


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