New data suggests that Zipcar users are acting out of self-interest rather than ethical impulse.
Perhaps it shouldn't come as a surprise that members of car-sharing communities basically treat the shared vehicles like ultra-cheap rental cars, but Giana Eckhardt, associate professor at Suffolk University and one of the co-authors of the study, expected to find a pro-social, environmentally-conscientious consumer.
Eckhardt and her collaborator, Fleura Bardhi of Northeastern University, conducted in-depth interviews with more than 40 Zipcar members in the Boston area, many of whom said they used the service primarily because they can't afford a car of their own, directly contradicting the values commonly associated with the brand. Zipcar advertises itself as an alternative to traditional consumption, but the interviews revealed that Zipcar drivers do not feel connected to one another and instead actively reject the company's efforts to build a community through meet-ups, message boards and the like.
Some respondents admitted to disregarding the care of the vehicle because it did not belong solely to them, citing double parking as an example of how they treat the cars differently. Others reported keeping the belongings, such as umbrellas, that are often forgotten by previous users, despite the ease with which they can contact one another via Zipcar's website.
Eckhardt's findings support a theory of "access-based consumption" that cannot be equated with sharing, because while users value the service, they are simply not invested in the community Zipcar promises.
