Collaborative consumption and eco-consciousness

My research focus is on collaborative consumption, peer-to-peer (P2P) platforms and sustainability marketing.

P2P service exchange

I'm conducting research on collaborative consumption and P2P platforms. The recent growth of shared mobility services, such as ridesharing and private car rentals, is a fascinating phenomenon to investigate. 

Advances in information and communications technologies (ICT) have enabled people to get what they need from each other on-demand rather than from traditional businesses. In the new “sharing economy”, private individuals can connect to online platforms and share their slack resources such as time, skills, space, and goods through P2P exchange. This is allowing them to save costs or monetise underutilised possessions. Platform users get access to more resources at lower costs and in a more convenient way – closer, faster and on-demand. 

P2P service exchange

Last summer, I co-presented a conference paper on platform business models at the 14th International Research Symposium on Service Excellence in Management (QUIS) which was held from 18-21 June, 2015 in Shanghai, China. Our case study of a case car sharing showed that mobility needs as frequency, distance and time between different shared mobility services.

Additionally, I conducted an ethnography on ridesharing. I was traveling 2500km by car with other passengers to understand in-depth what users of P2P platforms actually do. I am interested in the characteristics of the ridesharing actors and its community, as well as the the drivers of adoption and satisfaction, the resources exchanged, and what is valued in P2P interactions.

With that in mind, I am designing a survey for users of a sharing platform to quantify relationships between the monetary incentive of collaborative consumption, the importance of eco-consciousness and the social aspects of a community. 

Sustainability marketing

The point of origin for this research is a belief that the sustainability challenge will not be solved by greener technology alone. Changing consumer behaviour is the key, which is what some of my research focuses on. 

I'm the lead author on a retailing paper based on an eye tracking experiment. The study concludes that retailers can influence consumers’ green shopping behaviour by (1) influencing their purchase intentions, (2) through displaying relevant information, (3) orienting them inside the store (i.e. signalling eco-friendly products with green price tags), (4) offering an eco-friendly product assortment, and (5) avoiding greenwashing practices (i.e. display of products with misleading packaging).

This video presents a marketing experiment using the eye tracking technology.

The aim was to study how shoppers search for green products, and how do they make a choice depending on their visual attention on servicescape elements of the store, point-of-purchase information displays, coloured price tags, packaging information and labels.

I also have measured how much people are willing to pay more for sustainable products: surprisingly, the green premium was higher for ecological (21%) than fair trade food (19%). To better understand what product attributes influence the consumers’ product perception is something I wish to explore more. 

Eventually, I am interested in extending the concept of “Green Service” as a dematerialised alternative to owning goods. I see it as a more resource-efficient and more innovative way of thinking. 


I teach mainly marketing to undergraduate students at fundamental and advanced levels, but I am also involved in other courses in business administration. I have co-supervised theses. I like to bring my research in class and involve students with relevant practical applications of theory. I lecture on consumer behaviour, service marketing, sustainability marketing and business research methods.

  • 723G69 Service Marketing
  • 722G86 Fundamental Marketing
  • 722A49 Advanced Consumer Marketing
  • 722A38 Classic Leadership and Organizational Dilemmas
  • 723G61 Marketing and Consumer Behaviour