WHEN SHARING IS (ALMOST AND/OR POSSIBLY) BETTER THAN OWNING: A CASE STUDY ON A “FULL SERVICE” COLLECTIVE LAUNDRY

• Main Authors: Rosana Aparecida Vasques, Maristela Mitsuko Ono
• Format: Article
• Language: English
• Published: Universidade Federal de Pernambuco 2016-03-01
• Series: GESTÃO.Org : Revista Eletrônica de Gestão Organizacional
• Subjects: services for sharing; collective laundry; sustainability; service design; culture; social interaction; serviços para o compartilhamento; lavanderia coletiva; sustentabilidade; cultura; interação social; design de serviços
• Online Access: https://periodicos.ufpe.br/revistas/gestaoorg/article/download/22113/18479
• ISSN: 1679-1827; 1679-1827

Services for sharing are emerging as a collaborative way of consumption that can promote environmental and social benefits. Nonetheless, studies have pointed out that sharing instead ownership is not always well accepted and may present some problems regarding cultural issues. This paper presents a case study on a “full service” collective laundry in the city of Curitiba (Brazilian Southern Region), aiming at identifying socio-cultural drivers and barriers for this category of service. Adopting an interpretive methodology, the research fieldwork covers interviews and questionnaires with residents and the service provider, besides field observations and analysis of the customer’s emotional flow by Blueprint+ service tool. Results show that users are overall satisfied with the service in spite of keeping the preference for buying their own washing machines and having some concerns about contamination and privacy. The possibility of saving money is considered a more important benefit for users than cooperating in taking care of the environment. On the other hand, the main barriers refer to service price and flexibility to wash clothes whenever users want. Thus, the study suggests that services for sharing washing machines and dryers among neighbors seem to be more accepted when they promote convenience and comfort for a low price.