A recent study with Zipcar shows that people are less inclined to take care of products they share compared to if they owned them.

According to a new study with  Zipcar users, people who interact with a brand for sharing services feel less connected to the brand, leading to a sense of indifference when caring for the product. The study found that people in collaborative consumption environments were less trusting and wanted the brands to enforce greater governance over sharing. Innovations Report

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