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Publication
A Economia partilhada em Portugal: comportamento do consumidor Millennial
| Name: | Description: | Size: | Format: | |
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| 2.25 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A economia partilhada mostra-se como um paradigma estabelecido na sociedade que permite o uso de recursos subutilizados, maximizando o seu uso em benefício de diferentes utilizadores e partindo do pressuposto de que a partilha de bens e serviços é melhor, mais saudável e mais barata para o mundo em detrimento da posse e exclusividade. Hoje em dia, podemos observar cada vez mais esses modelos de negócios baseados em partilhas que infiltram nas economias, nomeadamente a de Portugal. Mas estes modelos simplesmente refletem ideologias dos seus fundadores ou atendem a uma população específica, mais concretamente a geração millennials de Portugal? Quão familiarizada está esta geração com as economias partilhadas? Será que alguma vez utilizaram este modelo de negócio? E que razões levaram a utilizar ou não este tipo de economias? Haverá uma tendência para a utilização em massa de economias partilhadas em Portugal nos próximos anos? As oportunidades de empenho parecem múltiplas e as tecnologias e redes sociais somam-se ao seu valor, mas qual é a razão subjacente para que os consumidores iniciem um consumo colaborativo? Quais as suas motivações? Quais as suas perceções? Quais os seus comportamentos?
Neste sentido, o presente estudo encontrou evidências de que a economia partilhada não é apenas uma tendência, mas também uma alternativa ao consumo hiperativo, na medida que cada vez mais pessoas pretendem participar. As limitações da presente investigação são essencialmente enraizadas na composição da amostra. Ainda assim, poderá trazer contribuições valiosas para a compreensão do comportamento dos atuais/futuros líderes do nosso país. Adicionalmente, este estudo poderá impelir o desenvolvimento de futuras investigações.
The shared economy shows itself as an established paradigm in society, which enables the use of underused resources, maximizing their use for the benefit of different users, with the assumption that sharing goods and services is better, healthier and cheaper to the world when compared to owning these exclusively. Nowadays, we can observe more and more of these sharing-based business models infiltrating national economies, including Portugal’s one. But do they simply reflect their founders’ ideologies or do they cater to a larger population, specifically the millennial generation? How familiar is this generation with shared economies? Have they ever used this business model? And what reasons led to whether use or not this type of economies? Will it be a trend in Portugal in the upcoming years? Opportunities to engage seem manifold and technologies and social networks add up to their value but what is the underlying rationale for consumers to initiate a collaborative consumption? What are their motivations? What are their perceptions? How is their behaviour? Therefore, this study has found evidence that shared ownership is not only a trend but an alternative to hyper consumption as more people intend to participate. Limitations to this research are essentially rooted in its sample composition. Still, it may bring valuable contributions to understanding the behavior of current / future leaders of our country. In addition, this study may impel the development of future investigations.
The shared economy shows itself as an established paradigm in society, which enables the use of underused resources, maximizing their use for the benefit of different users, with the assumption that sharing goods and services is better, healthier and cheaper to the world when compared to owning these exclusively. Nowadays, we can observe more and more of these sharing-based business models infiltrating national economies, including Portugal’s one. But do they simply reflect their founders’ ideologies or do they cater to a larger population, specifically the millennial generation? How familiar is this generation with shared economies? Have they ever used this business model? And what reasons led to whether use or not this type of economies? Will it be a trend in Portugal in the upcoming years? Opportunities to engage seem manifold and technologies and social networks add up to their value but what is the underlying rationale for consumers to initiate a collaborative consumption? What are their motivations? What are their perceptions? How is their behaviour? Therefore, this study has found evidence that shared ownership is not only a trend but an alternative to hyper consumption as more people intend to participate. Limitations to this research are essentially rooted in its sample composition. Still, it may bring valuable contributions to understanding the behavior of current / future leaders of our country. In addition, this study may impel the development of future investigations.
Description
Keywords
Comportamento do consumidor Millennials Economia partilhada Economia compartilhada Motivações