I share, therefore i am? The (re) construction of consumer identity by collaborative con-sumption
DOI:
https://doi.org/10.7213/rebrae.10.001.AO09Keywords:
Culture and consumption, Collaborative consumption, Coworking, Identity.Abstract
This article aims to investigate how the practice of collaborative consumption, which privileges the "use" in detriment of "possessions" of goods, influences the construction, reconstruction and deconstruction of consumer identity. The practice of coworking was chosen as a means to conduct the research. The study was theoretically based on the themes: culture and consumption, collaborative consumption, coworking and identity. Using a qualitative, ethnographic methodology, the study focused on people who use coworking to work, and sought to identify and analyze aspects related to their consumption habits and identity traits. The study collected the data through participant observations and in-depth interviews, producing results that enabled the articulation with the CCT - Consumer Culture Theory. It was found that the collaborative consumption is part of the social and cultural universe of this group of consumers to the extent that, in addition to coworking, this is an environment that presupposes collaboration. The fact that they are working in this environment and living with other people in the same situation, makes this climate of collaboration extrapolate the walls of coworking and influence them in order to adopt other attitudes and collaborative habits, which shows a relationship between consumption and identity.
Downloads
References
ALGAR, R. Collaborative consumption. Leisure Report, 4, 72-83, 2007.
ALGESHEIMER, R.; DHOLAKIA, U. M.; HERRMANN, A. The social influence of brand com-munity: Evidence from European car clubs. Journal of marketing, 69(3), 19-34, 2005.
AYROSA, E. A. T.; FIGALE, J. M.; TUCCI, F. Problematizando identidade e subjetividade em estu-dos sobre consumo. XXXII Encontro Nacional dos Programas de Pós-Graduação em Ad-ministração. Rio de Janeiro, RJ, Brasil, 32, 2008.
ARNOULD, E. J.; PRICE, L. L. River magic: Extraordinary experience and the extended service encounter. Journal of Consumer Research, 24-45, 1993.
ARNOULD, E. J.; THOMPSON, C. J. Consumer culture theory (CCT): Twenty years of research. Journal of Consumer Research, 31(4), 868-882, 2005.
ARNOULD, E.; THOMPSON, C. J. Consumer culture theory (and we really mean theoretics): dilemmas and opportunities posed by an academic branding strategy. Research in Consum-er Behavior, 11, 3-22, 2007.
BARBOSA, L.; CAMPBELL, C. (Orgs.). Cultura, consumo e identidade. FGV Editora, 2006.
BARDHI, F.; ECKHARDT, G. M. Access-based consumption: The case of car sharing. Journal of Consumer Research, 39(4), 881-898, 2012.
BAUER, M. W. Análise de conteúdo clássica: uma revisão. In: BAUER, M. W.; GASKELL, G. Pesquisa qualitativa em texto, imagem e som. 2a Ed. Petrópolis: Vozes, 2002.
BELK, R. W. Possessions and self. John Wiley & Sons, Ltd, 1988.
BELK, R. W. Why not share rather than own? The Annals of the American Academy of Politi-cal and Social Science, 611(1), 126-140, 2007.
BELK, R. W. Sharing. Journal of consumer research, 36(5), 715-734, 2010.
BELK, R. W. You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595-1600, 2013.
BELK, R. W. Sharing versus pseudo-sharing in Web 2.0. The Anthropologist, 4(2), 07-23, 2014.
BELK, R. W. Accept no substitutes: A reply to Arnould and Rose. Marketing Theory, 16(1), 143-149, 2016.
BOTSMAN, R.; ROGERS, R. O que é meu é seu: como o consumo colaborativo vai mudar o nosso mundo. Bookman, 2011.
CAMPBELL, C. Eu compro, logo sei que existo: as bases metafísicas do consumo moderno. In: BARBOSA, L. ; CAMPBELL, C. (Orgs.). Cultura, consumo e identidade. Rio de Janeiro: FGV, 2006.
CARÙ, A. ; COVA, B. Revisiting consumption experience a more humble but complete view of the concept. Marketing Theory, 3(2), 267-286, 2003.
COSTA, R.B. Na Trilha dos Vínculos: Sobre Consumo e Colaboração. Anais do Encontro Naci-onal de Estudos do Consumo, Rio de Janeiro, RJ, Brasil, 13, 2014.
CUCHE, D. A noção de cultura nas ciências sociais. 2a ed. Bauru: Editora da Universidade do Sagrado Coração, 2002.
DESKMAG. Number of Coworking Spaces increases to 700 worldwide. Recuperado a partir de http://www.deskmag.com/en/number-of-coworking-spaces-worldwide-700, 2011.
GAIÃO, B. F. S.; SOUZA, I. L.; LEÃO, A. L. S. Consumer Culture Theory (CCT) Já é uma escola de pensamento em Marketing? Revista de Administração de Empresas, 52(3), 330-344, 2012.
GEERTZ, C. A Interpretação das Culturas. Rio de Janeiro: LTC Editora, 1989.
HALL, S. A identidade cultural na pós-modernidade. (4a ed.). Rio de Janeiro: DP&A, 2000.
HIRSCHMAN, E. C. Humanistic Inquiry in Marketing Research: Philosophy, method and crite-ria. Journal of Marketing Research, 23, 237-249, 1986.
HOLBROOK, M. B.; HIRSCHMAN, E. C. The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 132-140, 1982.
LEFORESTIER, A. The Co-Working space concept CINE Term project, 2009.
MORISET, B. Building new places of the creative economy. The rise of coworking spaces. In 2nd Geography of Innovation International Conference 2014, (pp. 01-24). Utrecht: Utrecht University, 2014.
MUNHOZ, A.; SENGIA, B.; FAZZIO, B.; OLIVEIRA, G. & ADES, C. Coworking e crowdsourcing: como modelos de negócios inovadores influenciam no desenvolvimento de start-ups. Anais do XVI Semead – Seminários em Administração. São Paulo, SP, Brasil, 2013.
PINTO, M. R.; LARA, J. E. As experiências de consumo na perspectiva da teoria da cultura do consumo: identificando possíveis interlocuções e propondo uma agenda de pesquisa. Cader-nos EBAPE. BR. 9 (1), 37-56, 2011.
RIFKIN, J. Sociedade com custo marginal zero. São Paulo: Makron Books, 2016.
ROCHA, E. P. G. Cenas do consumo: notas, ideias, reflexões. Revista Semear, (6), 2002.
ROCHA, E. P.; BARROS, C. Dimensões culturais do Marketing: teoria antropológica, estudos etnográficos e comportamento do consumidor. Revista de Administração de Empresas. 46(4), 36-47, 2006.
ROCHA, E.; BARROS, C.; PEREIRA, C. Fronteiras e Limites: espaços contemporâneos da pesquisa etnográfica. IN: CAVEDON, N. R.; LENGLER, F. B. (org.) Pós-modernidade e Etnogra-fia nas Organizações. Santa Cruz do Sul: EDUNISC, 2005.
SASTRE, P. T. D. N.; IKEDA, A. A. Reflexões sobre consumo colaborativo. Anais do Encontro da Associação Nacional dos Programas de Pós-Graduação e Pesquisa em Administra-ção, Rio de Janeiro, RJ, Brasil, 36, 2012.
SCHWANDT, T. A. Três Posturas Epistemológicas para a Investigação Qualitativa: inter-pretativismo, hermenêutica e construcionismo social. IN: DENZIN, N. K.; LINCOLN, Y. S. O Planejamento da Pesquisa Qualitativa: Teorias e Abordagens. 2ª ed. Porto Alegre: Bookman, 2006.
SPINUZZI, C. Working alone together coworking as emergent collaborative activity. Journal of Business and Technical Communication, 26(4), pp. 399-441, 2012.
WOLFARTH, J.; COSTA, F. C. X. Influência do Capital Cultural na Adesão ao Consumo Colabora-tivo: Um Estudo com Usuários de Coworking. Anais do VI Encontro de Marketing da AN-PAD. Gramado, Rio Grande do Sul, Brasil, 6, 2014.
