Anti-Utilitarian Market Approach: An Essay on Collaborative Consumption

Purpose: The belief in an individualist consumer that behaves with a truly competitive, acquisitive, and selfish attitude on an inflexible market is one of the main ontological creeds of marketing. However, current empirical phenomena, such as collaborative consumption, may encourage the emergence o...

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Detalles Bibliográficos
Autores: Gerhard, Felipe, Freitas, Ana Augusta Ferreira de, Graf, Raoul
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2022
País:Brasil
Institución:Universidade Nove de Julho (UNINOVE)
Repositorio:REMark - Revista Brasileira de Marketing
Idioma:inglés
OAI Identifier:oai:ojs.periodicos.uninove.br:article/18074
Acceso en línea:https://periodicos.uninove.br/remark/article/view/18074
Access Level:acceso abierto
Palabra clave:Anti-utilitarianism
Utilitarianism
Market
Collaborative consumption
Consumer Behaviour
Antiutilitarismo
Utilitarismo
Mercado
Consumo colaborativo
Comportamento do consumidor
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network_acronym_str BR
network_name_str Brasil
repository_id_str
dc.title.none.fl_str_mv Anti-Utilitarian Market Approach: An Essay on Collaborative Consumption
Abordagem de mercado antiutilitarista: um ensaio sobre o consumo colaborativo
title Anti-Utilitarian Market Approach: An Essay on Collaborative Consumption
spellingShingle Anti-Utilitarian Market Approach: An Essay on Collaborative Consumption
Gerhard, Felipe
Anti-utilitarianism
Utilitarianism
Market
Collaborative consumption
Consumer Behaviour
Antiutilitarismo
Utilitarismo
Mercado
Consumo colaborativo
Comportamento do consumidor
title_short Anti-Utilitarian Market Approach: An Essay on Collaborative Consumption
title_full Anti-Utilitarian Market Approach: An Essay on Collaborative Consumption
title_fullStr Anti-Utilitarian Market Approach: An Essay on Collaborative Consumption
title_full_unstemmed Anti-Utilitarian Market Approach: An Essay on Collaborative Consumption
title_sort Anti-Utilitarian Market Approach: An Essay on Collaborative Consumption
dc.creator.none.fl_str_mv Gerhard, Felipe
Freitas, Ana Augusta Ferreira de
Graf, Raoul
author Gerhard, Felipe
author_facet Gerhard, Felipe
Freitas, Ana Augusta Ferreira de
Graf, Raoul
author_role author
author2 Freitas, Ana Augusta Ferreira de
Graf, Raoul
author2_role author
author
dc.subject.por.fl_str_mv Anti-utilitarianism
Utilitarianism
Market
Collaborative consumption
Consumer Behaviour
Antiutilitarismo
Utilitarismo
Mercado
Consumo colaborativo
Comportamento do consumidor
topic Anti-utilitarianism
Utilitarianism
Market
Collaborative consumption
Consumer Behaviour
Antiutilitarismo
Utilitarismo
Mercado
Consumo colaborativo
Comportamento do consumidor
description Purpose: The belief in an individualist consumer that behaves with a truly competitive, acquisitive, and selfish attitude on an inflexible market is one of the main ontological creeds of marketing. However, current empirical phenomena, such as collaborative consumption, may encourage the emergence of new theoretical efforts toward a higher market comprehension. To further these efforts, this theoretical essay aims to analyse the anti-utilitarian aspects of collaborative consumption that transcend the ontological foundations of economic utilitarianism.Design/methodology/approach: This essay evaluates the main differences between utilitarian and anti-utilitarian theories, regarding exchange relations, consumers’ actions, and market concept itself. For such purpose, the analysis is based on an intersubjective, theoretical perspective.Findings: Far from being configured as a revolution of benevolence or altruism, collaborative consumption can reorganize the system of production and circulation of goods and services because it is based on concepts absent in utilitarian theories, such as alterity, reciprocity, and the achievement of relational benefits. Confronting important utilitarian premises, such as the perspective of a natural market or the immanence of the figure of Homo Economicus, collaborative consumption deviates from the essentially individualistic theorizations about human behaviour. Drawing on an anti-utilitarian perspective, these findings broaden some conceptual boundaries within the field of consumer behaviour.Originality/value: Based on an anti-utilitarian proposition, we present concepts that subvert traditional perspectives of consumer actions, exchange relations, and the market itself, debating the boundaries of the consumer behaviour field.
publishDate 2022
dc.date.none.fl_str_mv 2022-03-16
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
Avaliado por Pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/18074
10.5585/remark.v21i2.18074
url https://periodicos.uninove.br/remark/article/view/18074
identifier_str_mv 10.5585/remark.v21i2.18074
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/18074/9500
dc.rights.driver.fl_str_mv Copyright (c) 2022 Felipe Gerhard, Ana Augusta Ferreira de Freitas, Raoul Graf
https://creativecommons.org/licenses/by-nc-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2022 Felipe Gerhard, Ana Augusta Ferreira de Freitas, Raoul Graf
https://creativecommons.org/licenses/by-nc-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - UNINOVE
publisher.none.fl_str_mv Universidade Nove de Julho - UNINOVE
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 21 n. 2 (2022): (jan./mar.); 631- 672
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
_version_ 1853677046041935872
spelling Anti-Utilitarian Market Approach: An Essay on Collaborative ConsumptionAbordagem de mercado antiutilitarista: um ensaio sobre o consumo colaborativoAnti-utilitarianismUtilitarianismMarketCollaborative consumptionConsumer BehaviourAntiutilitarismoUtilitarismoMercadoConsumo colaborativoComportamento do consumidorPurpose: The belief in an individualist consumer that behaves with a truly competitive, acquisitive, and selfish attitude on an inflexible market is one of the main ontological creeds of marketing. However, current empirical phenomena, such as collaborative consumption, may encourage the emergence of new theoretical efforts toward a higher market comprehension. To further these efforts, this theoretical essay aims to analyse the anti-utilitarian aspects of collaborative consumption that transcend the ontological foundations of economic utilitarianism.Design/methodology/approach: This essay evaluates the main differences between utilitarian and anti-utilitarian theories, regarding exchange relations, consumers’ actions, and market concept itself. For such purpose, the analysis is based on an intersubjective, theoretical perspective.Findings: Far from being configured as a revolution of benevolence or altruism, collaborative consumption can reorganize the system of production and circulation of goods and services because it is based on concepts absent in utilitarian theories, such as alterity, reciprocity, and the achievement of relational benefits. Confronting important utilitarian premises, such as the perspective of a natural market or the immanence of the figure of Homo Economicus, collaborative consumption deviates from the essentially individualistic theorizations about human behaviour. Drawing on an anti-utilitarian perspective, these findings broaden some conceptual boundaries within the field of consumer behaviour.Originality/value: Based on an anti-utilitarian proposition, we present concepts that subvert traditional perspectives of consumer actions, exchange relations, and the market itself, debating the boundaries of the consumer behaviour field.Propósito: A crença em um consumidor individualista que apresenta uma atitude marcadamente competitiva, aquisitiva e egoísta em um mercado inflexível é um dos principais credos ontológicos do marketing. No entanto, fenômenos empíricos atuais, como o consumo colaborativo, podem encorajar o surgimento de novos esforços teóricos em direção a uma maior compreensão do mercado. Para progredir com esses esforços, este ensaio teórico visa analisar os aspectos antiutilitaristas do consumo colaborativo que transcendem os fundamentos ontológicos do utilitarismo econômico.Design/Metodologia/Abordagem: Este ensaio avalia as principais diferenças entre as teorias utilitaristas e antiutilitaristas, no que diz respeito às relações de troca, às ações dos consumidores e ao próprio conceito de mercado. Para tanto, a análise é baseada em uma perspectiva teórica intersubjetiva.Achados: Longe de se configurar como uma revolução da benevolência ou do altruísmo, o consumo colaborativo pode reorganizar o sistema de produção e circulação de bens e serviços, pois se baseia em princípios ausentes nas teorias utilitárias, como alteridade, reciprocidade e obtenção de benefícios relacionais. Confrontando importantes premissas utilitárias, como a perspectiva de um mercado natural ou a imanência da figura do Homo Economicus, o consumo colaborativo desvia-se das teorizações essencialmente individualistas sobre o comportamento humano. Baseando-se em uma perspectiva antiutilitarista, essas descobertas ampliam alguns limites conceituais presentes no campo do comportamento do consumidor.Originalidade/Valor: A partir de uma proposição antiutilitarista, apresentamos conceitos que subvertem as perspectivas tradicionais das ações do consumidor, das relações de troca e do próprio mercado, debatendo as fronteiras do campo do comportamento do consumidor.Universidade Nove de Julho - UNINOVE2022-03-16info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleAvaliado por Paresapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1807410.5585/remark.v21i2.18074ReMark - Revista Brasileira de Marketing; v. 21 n. 2 (2022): (jan./mar.); 631- 6722177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMenghttps://periodicos.uninove.br/remark/article/view/18074/9500Copyright (c) 2022 Felipe Gerhard, Ana Augusta Ferreira de Freitas, Raoul Grafhttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessGerhard, FelipeFreitas, Ana Augusta Ferreira deGraf, Raoul2025-01-27T18:32:52Zoai:ojs.periodicos.uninove.br:article/18074Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2025-01-27T18:32:52REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
score 15.223283

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