Transition pathway of consumer perception toward a sharing economy: Analysis of consumption value for behavioral transition to laundromats

Abstract This study suggested the directions in which consumers’ perceptions required for transforming consumer behavior toward washing machine sharing. It used laundromats as an example of washing machine sharing and analyzed their consumption value to understand their utilization in consumers’ laundry activities. Japan and Thailand were selected as target regions because their laundry requirements differ, such as washing machine ownership rates. We conducted a consumer survey of residents of the two countries to collect relevant data for the analysis. Moreover, based on the views obtained from the consumer survey, we divided the proposed consumer behavioral transformation process into the current usage and behavioral transition stages. The consumption value of laundromat use was examined and categorized into five components based on the theory of consumption value. The results showed that consumers preferentially pursued epistemic and functional values in the current usage and behavioral transition stages, respectively. Meanwhile, respondents owning washing machines placed more importance on emotional value than those using laundromats. Therefore, to encourage respondents who only use private washing machine to use laundromats, it is necessary to overcome the emotional value related to owning a private washing machine. This study finally suggested directions to policymakers for implementing sustainable consumption behavior among consumers. Further, this study is significant in that it presents a realistic approach using empirical analysis to identify the factors behind consumers’ behavioral transition toward washing machine sharing.