Novel Forms of Consumption in the Postmodern Era

Abstract

This chapter discusses collaborative and creative consumption. Collaborative consumption is the exchange of goods and services between individuals and challenges the fundamental concept of ownership. It is closely linked to the circular economy, promoting product lifetime extension and resource mutualization, which contribute to reducing environmental impact. Companies are working to adapt to this trend by rethinking their business models. In contrast, creative consumption refers to the (mostly digital) ecosystem in which consumers use digital tools and services to become active creators of original content primarily disseminated across various online platforms. Creative consumption is also tangential to consumers' design, creation, marketing, remarketing, and reutilization of products using traditional approaches (e.g., production and self-production) or technologies such as 3D printing. The chapter also deals with co-creation, which involves consumers partnering with organizations throughout the product or service life cycle from design to disposal.