Why rent if you can buy? : Exploring Drivers of Collaborative Consumption and Communication Strategies for Consumer Behavior Change

Sammanfattning: Collaborative Consumption is an economic model wherein consumers gain access to goods without acquiring ownership, for example through sharing, trading, swapping, or renting (Belk, 2014). This approach is often viewed as a means to enhance resource efficiency and transform the economy in a sustainable way (Botsman, 2013). Likewise, the concept of toy rental suggests a more eco-friendly alternative to purchasing, extending a toy's lifespan through shared usage among multiple families (Martin-Woodhead & Waight, 2023). The empirical data for this thesis was gathered through in-depth interviews, centered around a case study involving the toy-rental subscription service Tribu Box. This thesis aims to gain a deeper understanding of the behavioral drivers that influence parents’ adoption of Collaborative Consumption behavior within the children’s goods industry. This includes exploring internal and external motivators and barriers, as well as shedding light on how this consumption model contributes to sign-value and self-expression. The findings highlight that parents primarily value Collaborative Consumption in the form of toy rental for its practical utility, simplifying daily life and decluttering. Additionally, it enables parents to construct an identity centered around family time rather than material possessions and differentiating them from previous generations through increased adaptability and flexibility. Building on these findings and drawing on previous literature on environmental communication, the second part of this thesis formulates communication strategies that aim to promote sustainable consumption behaviors, encouraging consumers to embrace various forms of Collaborative Consumption.