Cooperation in sustainability transitions: C2C online sales in Italy.

Sammanfattning: C2C online platforms contribute to the redistribution of goods and services in the economy, attributing value to resources otherwise wasted and fostering cooperation behaviours among consumers. However, the sustainable development of C2C markets is related to the users’ motivations of participation. This study investigates what are the socio-demographic and economic characteristics of individuals who perform C2C online sales in Italy. The analysis runs a probit regression over 16.828 individuals using data collected by ISTAT in 2016. The results suggest that being environmentally concerned has a positive effect on online C2C sales. In addition, the use of different internet platforms is positively related to online C2C sales. Other insights include that generations that are not familiar with the internet use are less likely to sell online, that supply is proportional to ownership and that geographical areas present differences in sales. Therefore, the results provide a picture of the online C2C phenomenon in Italy with the aim of implementing policies in line with the Italian Circular Economy strategic framework.