What being an owner can also mean: A socio-anthropological study on the development of a forgotten relationship to objects

• Published in: Recherche et applications en marketing (English edition) Vol. 37; no. 1; pp. 7 - 35
• Main Authors: Dabadie, Isabelle, Robert-Demontrond, Philippe
• Format: Journal Article
• Language: English
• Published: London, England SAGE Publications 01-03-2022
• Subjects: Business administration; Humanities and Social Sciences; collaborative consumption; dominant social paradigm; ownership; CCT; ethnography; possession
• ISSN: 2051-5707; 2051-5707
• DOI: 10.1177/20515707211014436

In a context of ecological crisis, new economic models have developed based on the replacement of ownership by access. While they have been studied at length, the very idea of ownership, which is supposed to be abandoned in this process, has rarely been questioned. This is the aim of our research, which investigates the meanings of the concept of ownership for consumers. A socio-anthropological investigation and an ethnographic study on various sharing systems (for houses, boats and clothes) reveals the development of a relationship to ownership, which differs from the one that prevails in the society. In this paradigm, which questions possessive individualism, the owner appears as the ‘custodian’ of his possessions. The identification of his expectations opens managerial and societal perspectives to build the offers that will enable him to fulfil this role.