Consumer Motivations to Create Alternative Consumption Platforms

Abstract

Consumers are participating in alternative consumption channels in increasing numbers, but increasingly they are becoming creators as well as consumers. The triggers and motivations that lead to consumers becoming creators have been explored in this paper, as we examine the motivations for consumers to become initiators of Collaborative or Alternative Consumption platforms. In-depth interviews examined initiators’ experiences and found that unmet needs from existing retail providers triggered the move to creation. However, the impetus to move from unmet needs to creation included specific intentions. The findings uncover six motivations to create Collaborative or Alternative platforms, with most creators noting two or more motivating elements. This research demonstrates that consumers can be initiators, and creators of alternative consumption platforms and provides an original perspective to understand the consumers in this context.