The cases and experiences of the sharing economy are embedded in “other values”. The ‘sharing’ discourse and movement emerged as a form of social utopianism out of the broader narrative on the wisdom of the crowds and the creativity of the commons.
The final aim is not only to maximize individual utility but also to achieve social, common, collaborative, participated, global goals. These goals go from a sustainable consumption and production to overcoming the philosophy of capitalism as a predatory economic system.
Heinrichs (2013) highlights this vision by the following dimensions:
- the relevance of materialist and post-materialist values related to consumer practices together with a reflection of new results of happiness research in this context;
- the influence of environmental and sustainability awareness on consumer habits and practices;
- the broader debate on limits to (material) growth and new indicators of wealth and quality of life as the macro-political sibling of sharing economy practices;
- the disruptive development of information and communication technologies facilitating the sharing economy; -the role of critical perspectives on capitalism and consumerism
- the anthropological and socio-psychological discourse on homo economicus versus homo collaborans and the role of trust in human interactions.
Other studies point out that enjoyment plays an essential role in attitude formation and intentions of use. Some people might take part in CC simply because it is fun and provides a meaningful way to interact with other members of the community. Therefore, even if the motivations of individual participants vary from mainly altruistic to strongly gain-seeking (Hamari et al., 2016).