Human values in collaborative consumption: an application using the functionalist approach of Gouveia (2003)
DOI:
https://doi.org/10.51359/2526-7884.2021.244735Keywords:
collaborative consumption, humans values, functionalist theory, Airbnb.Abstract
The theme of collaborative consumption has gained popularity in recent years not only in academia, but also in society. Thus, how attitudes towards consumption have changed, but little is discussed in the literature about the influence of values on this type of consumption. Thus, this research aimed to identify human values, based on the functionalist theory of Gouveia (2003), of consumers who engage in a collaborative consumption activity. For this, an online survey was carried out with 208 users of the Airbnb hosting platform, informing the data from the descriptive statistics. The results show that the sub-functions of Existence, Suprapersonal and Interaction were the most endorsed by the respondents. These results present an unprecedented contribution to the understanding of human values in the context of collaborative consumption and may imply new practices for companies such as the creation of public actions more specific to the public of this type of consumption.References
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