IMS Marketing Seminar
This paper proposes a multi-layered perspective on trust within access-based consumption using Khodyakov’s (2007) model of trust. We offer an original viewpoint on the ‘sharing economy’ by studying a non-Western context, Chile. Drawing on a qualitative study of the first car-sharing system in Chile, our research looks at interpersonal and institutional levels of trust. The findings show that access-based services can build thick interpersonal trust with consumers through employees’ engagement, organisational culture and design. This, in turn, facilitates the creation of thin interpersonal trust among consumers and the creation of a sense of community. However, we find that trust in institutions is low in Chile, which negatively affects trust within access-based consumption. Our study uncovers how trust in access-based consumption, involves interpersonal and institutional dynamics.
Access-based consumption; trust; sharing economy; Chile; car sharing
Mario Campana is a Lecturer in Marketing and Consumer Behaviour in the Institute of Management Studies at Goldsmiths, University of London, UK. He completed his PhD in Consumer Research at Cass Business School – City, University London. His research interests lie in the fields of consumer entrepreneurship, consumption of money, consumer collectives and materiality. His approach is rooted in Consumer Culture with a critical twist and macro perspective that is also reflected in his teaching practice and interests.
Adèle Gruen is a Lecturer in Marketing and Consumer Behaviour at the Institute of Management Studies, Goldsmiths, University of London. As a consumer researcher, she studies the ‘sharing economy’ with a consumption angle. Her research focuses on the role of product and service design in car sharing; and on the role of consumption in new ways of working (i.e. coworking spaces).
This seminar is a part of the IMS Marketing Seminar Series.
Dates & times
|Date||Time||Add to calendar|
|7 Dec 2018||4:15pm - 5:45pm|
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