engleski

THE CUSTOMER AND ENTREPRENEURIAL BEHAVIOR TOWARDS THE COLLABORATIVE ECONOMY IN THE EUROPEAN UNION

In recent years, the collaborative economy has emerged, and it is now used across the world. The collaborative economy covers a wide range of sectors, is rapidly developing in the European Union, and simultaneously represents new opportunities for both consumers and entrepreneurs. However, there are rules and obligations that need to be accepted. In June 2016, the EU provided clarity on applicable EU rules and policy recommendations to help consumers and businesses benefit from new business models that will influence the collaborative economy development. It is essential to find the balance between new service providers and existing market operators, support the development of the latest and current services, and protect all market participants in a new environment. The collaborative economy creates more choices and lower prices for consumers, and it creates more opportunities for entrepreneurs by giving them a chance to offer services either on an occasional basis or professionally, contributing to growth and jobs in Europe. This paper’s main objective is to analyze customer and entrepreneurial behavior towards using collaborative platforms, which are the product of the collaborative economy. Moreover, to analyze the consumption of the EU’s collaborative economy the authors will examine the Eurobarometer survey Flash Eurobarometer 438 and 467 with 14050 and 26544 respondents, respectively, from 28 countries in the EU. Univariate and bivariate statistical methods will be used to represent the results of the conducted analysis.

collaborative economy ; consumers ; entrepreneurs ; services

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