Sharing instead of buying is regaining traction among today's consumers. This study aims at identifying segments of sharing consumers to unearth potentially viable clusters of a consumer behavior that is a market of growing economic relevance. By means of a qualitative study and a survey with a roughly representative sample of 1121 Swiss‐German and German consumers, a set of trait‐related, motivational, and perceived socioeconomic variables is identified that can be used to group individuals into segments that differ with regard to their approach to sharing. A cluster analysis based on these variables suggests four potential clusters of sharing consumers—sharing idealists, sharing opponents, sharing pragmatists, and sharing normatives. Two sets of testable propositions are derived that can guide further research in this domain and pave the way to a more targeted approach to the growing market of “sharing” businesses.
By means of an ethnographic approach, this research examines perceptions of fairness and consumer behavior in an emerging nonmonetary sharing system. In contrast to market exchanges, which are defined by clear rules and principles of reciprocity, the redistribution of goods in a "sharing" context is in many cases less institutionalized and thus open to contestation. We draw on concepts from institutional theory to map out the interplay of different and partly contradicting fairness perceptions in an emerging nonmonetary sharing system and explain how those are negotiated and synthesized. We explicitly highlight a nonrelational fairness principle, leading to the stabilization of the sharing system under study through processes of "goal sharing" and "hierarchical coupling." We discuss our findings in terms of their implications on sharing theory and the role of fairness within this literature stream.
Sexually abused children and adolescents make up the majority of the target population in OEG-related trauma outpatient units. Such outpatient units should therefore offer a specific expertise in treating sexually abused children and adolescents.
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