Consumo baseado no acesso

O consumo baseado no acesso redefine fundamentalmente a relação entre consumidor e objeto. Ao contrário da propriedade tradicional, que implica direitos perpétuos e exclusivos, o acesso é temporário, não exclusivo e mediado pelo mercado. Este modelo caracteriza-se por um foco na utilidade derivada do uso de um produto, em vez do valor simbólico de possuí-lo. Os pesquisadores identificaram diversas dimensões-chave deste modelo, incluindo a temporalidade do acesso, o papel do mercado na mediação da transação e a ausência de transferência de propriedade.

This shift has profound implications for consumer behavior and marketing. For consumers, it can offer greater flexibility, lower costs, and access to a wider variety of goods. However, it can also lead to feelings of detachment and a lack of psychological ownership. For businesses, it requires a move from a product-centric model to a service-centric one, focusing on user experience, reliability, and availability. This is often referred to as ‘servitization’. The success of access-based models hinges on reducing transaction costs—such as search, negotiation, and enforcement—which digital platforms have effectively minimized through user-friendly interfaces, transparent pricing, and integrated trust systems. The model challenges traditional notions of brand loyalty, as consumers may be more loyal to the convenience of the platform than to the specific brand of the product they are accessing (e.g., renting any available car rather than a specific make).