Many people who label themselves as environmentally conscious may be less motivated by sustainability than they claim. A study by Nottingham Trent University and Yonsei University reveals that saving money, not saving the planet, is the main driver of “collaborative consumption”—the practice of sharing or buying used goods instead of new ones.
While a 2020 survey found that 70% of consumers in the UK and China engage in such practices, the new research highlights a “value-action gap” between what consumers say motivates them and what actually does. Among over 600 respondents aged 18 to 74, only 28% of British participants and 11% of Chinese participants ranked sustainability as their primary reason for engaging in collaborative consumption. Most cited economic benefits as their top priority.
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The findings suggest that while awareness of sustainability is high—over 70% of respondents considered themselves at least “slightly active” in sustainable practices—actual behaviors often prioritize personal gain. This mismatch has implications for efforts to promote greener lifestyles.
In the UK, popular activities include ride-sharing (42.5%) and buying secondhand items (39.7%). Platforms like eBay, Vinted, and car boot sales fuel this trend, supported by thousands of shops specializing in used goods. In China, collaborative consumption is largely online, with platforms like Xianyu selling secondhand items, and bike-sharing schemes like Hellobike thriving in urban areas.
The researchers argue that closing the value-action gap is key to making sustainability a reality. While lowering household energy use and recycling are steps in the right direction, changing buying habits is equally important. Businesses must play a role by offering clear, evidence-backed information on the environmental benefits of collaborative consumption and by making sustainable options affordable and accessible to all.
Saving money may be a starting point, but saving the planet requires more. Collaborative consumption needs to move beyond cost-cutting to become a universal practice, regardless of income, if it is to have a meaningful impact.
