Beyond Uber and Airbnb: The Social Economy of Collaborative Consumption

Abstract

The growing collaborative consumption movement has evolved significantly in the age of Web 2.0. While much of the research has focused on its economic aspects, there are also practices that have gone largely unnoticed. This article illustrates the range of these practices by proposing a typology that accounts for the various currencies exchanged and digital technologies used to promote sharing of goods and services. This article focuses on the social aspects of the collaborative consumption movement to construct a full picture of the concept. It presents a case study of an Australian grassroots community group, MamaBake, which promotes the communal cooking and sharing of meals between mothers, and shows that even non-monetary currencies, such as the shared norms of reciprocity used by MamaBake, can be stigmatizing under certain circumstances. In doing so, it imagines alternative manifestations of the collaborative consumption movement that go beyond market orientation and instead focuses on promoting soft, non-economic values.