CONSUMO COLABORATIVO: ECONOMIA, MODISMO OU REVOLUÇÃO?

The way how people communicate, interact and relate to each other has been changing over the years. In this context collaborative consumption arises as an alternative to the traditional market exchanges. The article presented intends to explore what are the meanings and motivations related to this model of consumption. There were applied 23 in-depth interviews with users and entrepreneurs related to the movement using an interpretative bias tool. From the results 5 categories have been identified: collaborative consumptions as way of collaborating, experience, unpredictable findings, resistance to consumption/ non-consumption/ anti consumption and trust relations.