Before collaborative consumption can
be fully appreciated, there are a number of social elements to be understood.
There have been no models to measure behaviour in the decision-making process and
a consistent lack of weight placed on psychological differences between
individuals. A secondary element defined by (Belk,
2014, Bardhi and Eckhardt, 2012) is “different views have emerged of collaborative
consumption being primarily determined by economic/egoistic motives (e.g.,
profit motives, self-interest, pragmatism.”