COLLABORATIVE CONSUMPTION AND PERSONAL VALUES: THE CASE OF BICYCLE-SHARING SYSTEM

Collaborative consumption is a global trend and boosted growth by individual motivations and environmental, social and economic present in daily life, as a way to foster a more conscious and sustainable consumption. Considering the influence of personal values on consumer behavior, this research aims To analyze the relationships between personal values and collaborative use of bikesharing. Therefore, with regard to the bikesharing consumers, it is identified their personal values; their motivations; and their profiles. It is also under study the relationship between personal values and collaborative consumption. This is a descriptive quantitative research, conducted through a survey of 172 users of the bike-sharing Fortaleza's system, the Bicicletar. To do this, we use factor analysis, cluster analysis and linear regression. The results indicate that the preponderant personal values are self-determination and motivation; the main reason for using this system are the cost and time savings. There are 3 profiles of consumers, however, in general, the system is used for leisure on weekends, for young people, for middle-income and high education levels; confirming previous studies. Personal values don't influence significantly the collaborative consume. It is suggested to the government the development of public policy that encourages this form of sustainable mobility.