Domesticating the market: moral exchange and the sharing economy

Abstract

The ‘sharing economy’ is a contested realm, with critics arguing it represents a further development of neoliberalism, as platforms such as Airbnb and TaskRabbit, monetize previously uncommodified realms of life via renting of bedrooms, possessions, space and labor time. To date, this debate has largely ignored participants’ views. Using data from 120 in-depth interviews with providers in two for-profit and three not-for-profit sites, we find that most see the sharing economy differently, as an opportunity to build a radically different market, from the bottom up. Like the detractors, they are critical of dominant market arrangements, however, they believe the sharing sector can construct personalized exchanges that are morally attuned, based on ideals of community, and that help them achieve creative and financial autonomy in their working lives. These aspirations represent an attempt to tame, or domesticate the neoliberal market.

Users' motivations to participate in the sharing economy: Moving from profits toward sustainable development

“…The findings of the research are consistent with the remarks and conclusions of prior studies on the topic, including the following: Prothero et al (), Sacks (), and Böcker and Meelen () with regard to sustainability concerns; Botsman and Rogers (), Tussyadiah (), Martin (), Fitzmaurice et al (), and Frenken and Schor () with respect to social and socializing benefits; Hamari et al (), Bellotti et al (), Möhlmann (), and Cherry and Pidgeon () with regard to economic benefits; and Heinrichs (), Owyang et al (), and Vătămănescu and Pînzaru () with respect to approaches to the role of knowledge in sharing contexts.…”

“…The motivational drivers linked to social benefits and, thus, to socializing have been consistently addressed by Botsman and Rogers () and Tussyadiah (), whose findings reveal the influence of social incentives on participation. Within this framework, Botsman and Rogers identify the opportunity to meet peers and to make new friends among the key drivers of participation in the sharing market (Fitzmaurice et al, ; Martin, ). Here, Frenken and Schor () underscore that “to the extent that sharing peers also create meaningful contacts, sharing practices increase social mixing” (p. 6).…”

“…Motives featuring an extensive array, from profit incentives to sustainable development (i.e., sustainable behaviors and consumption), have been credited as overarching (Andrei, Gazzola, Zbuchea, & Alexandru, ; Böcker & Meelen, ; Prothero et al, ; Sacks, ). The continuum also includes social benefits (i.e., meeting new people and socializing; Botsman & Rogers, ; Fitzmaurice et al, ; Frenken & Schor, ; Martin, ; Tussyadiah, ), economic benefits (i.e., making or saving money via lower transaction costs; Bellotti et al, ; Cherry & Pidgeon, ; Hamari et al, ; Möhlmann, ), and product availability (i.e., easier access to resources and to various offers of products and services; Cherry & Pidgeon, ; Hamari et al, ; Rifkin, ).…”

Putting the sharing economy into perspective

“…Regarding the social benefits, there is a widespread "common good" claim by a number of platforms, as well as participants on both sides of the market which is the benefit of meeting people, making friends and getting to know others (Fitzmaurice et al 2018). Schor (2015a) finds that the site that has been most successful at creating new social ties is Airbnb.…”

“…Participants on other sites also note the importance of social ties. Schor (2015a) and Fitzmaurice et al (2018) found that TaskRabbits say the platform helped them build new social networks they can rely on and afforded the opportunity to meet people they would have never met. They report satisfaction with the relations they developed with the people they do tasks for.…”