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Engaging consumers in the circular transition by designing sharing businesses : a conjoint analysis

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Abstract
In the transition to a circular economy, various sectors embrace sharing business models focused on increasing the utilization rate of resources. A major hurdle for sharing businesses, however, is an insufficient consumer base, which reflects a lack of consumer engagement. Extant research remains silent about the way in which sharing business dimensions affect consumer engagement. After systematically identifying the dimensions along which sharing businesses vary (n = 36 articles), this research employs a discrete choice conjoint experiment in the fashion industry (n = 383 respondents) to explore their influence on consumer engagement, thereby taking consumers’ sustainability orientation into consideration. The results show that consumers have a significant preference for ownership of goods over access to goods, monetary compensation over no compensation, a digital platform that substitutes human interaction over no digital platform and local communities over worldwide communities. Interestingly, consumers with a low sustainability orientation also prefer to engage with sharing businesses that involve professional providers. For consumers with a high sustainability orientation, the preference for monetary compensation and a digital platform is, however, not detectable. Furthermore, this study uncovers that professional involvement has the least influence on consumer engagement and openness of the community has the most influence on consumer engagement, regardless of consumers’ sustainability orientation. This research hereby contributes to a better understanding of how sharing businesses can improve their potential to engage consumers, which is proposed as a key avenue for future research among researchers, practitioners and policymakers, and facilitates the transition to a circular economy.

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MLA
De Bruyne, Marie-Julie, and Katrien Verleye. “Engaging Consumers in the Circular Transition by Designing Sharing Businesses : A Conjoint Analysis.” EURAM CONFERENCE, European Academy of Management (EURAM), 2021.
APA
De Bruyne, M.-J., & Verleye, K. (2021). Engaging consumers in the circular transition by designing sharing businesses : a conjoint analysis. In EURAM CONFERENCE. Montreal, Canada: European Academy of Management (EURAM).
Chicago author-date
De Bruyne, Marie-Julie, and Katrien Verleye. 2021. “Engaging Consumers in the Circular Transition by Designing Sharing Businesses : A Conjoint Analysis.” In EURAM CONFERENCE. European Academy of Management (EURAM).
Chicago author-date (all authors)
De Bruyne, Marie-Julie, and Katrien Verleye. 2021. “Engaging Consumers in the Circular Transition by Designing Sharing Businesses : A Conjoint Analysis.” In EURAM CONFERENCE. European Academy of Management (EURAM).
Vancouver
1.
De Bruyne M-J, Verleye K. Engaging consumers in the circular transition by designing sharing businesses : a conjoint analysis. In: EURAM CONFERENCE. European Academy of Management (EURAM); 2021.
IEEE
[1]
M.-J. De Bruyne and K. Verleye, “Engaging consumers in the circular transition by designing sharing businesses : a conjoint analysis,” in EURAM CONFERENCE, Montreal, Canada, 2021.
@inproceedings{8713265,
  abstract     = {{In the transition to a circular economy, various sectors embrace sharing business models focused on increasing the utilization rate of resources. A major hurdle for sharing businesses, however, is an insufficient consumer base, which reflects a lack of consumer engagement. Extant research remains silent about the way in which sharing business dimensions affect consumer engagement. After systematically identifying the dimensions along which sharing businesses vary (n = 36 articles), this research employs a discrete choice conjoint experiment in the fashion industry (n = 383 respondents) to explore their influence on consumer engagement, thereby taking consumers’ sustainability orientation into consideration. The results show that consumers have a significant preference for ownership of goods over access to goods, monetary compensation over no compensation, a digital platform that substitutes human interaction over no digital platform and local communities over worldwide communities. Interestingly, consumers with a low sustainability orientation also prefer to engage with sharing businesses that involve professional providers. For consumers with a high sustainability orientation, the preference for monetary compensation and a digital platform is, however, not detectable. Furthermore, this study uncovers that professional involvement has the least influence on consumer engagement and openness of the community has the most influence on consumer engagement, regardless of consumers’ sustainability orientation. This research hereby contributes to a better understanding of how sharing businesses can improve their potential to engage consumers, which is proposed as a key avenue for future research among researchers, practitioners and policymakers, and facilitates the transition to a circular economy.}},
  author       = {{De Bruyne, Marie-Julie and Verleye, Katrien}},
  booktitle    = {{EURAM CONFERENCE}},
  isbn         = {{9782960219531}},
  issn         = {{2466-7498}},
  language     = {{eng}},
  location     = {{Montreal, Canada}},
  pages        = {{29}},
  publisher    = {{European Academy of Management (EURAM)}},
  title        = {{Engaging consumers in the circular transition by designing sharing businesses : a conjoint analysis}},
  url          = {{https://conferences.euram.academy/2021conference/#}},
  year         = {{2021}},
}