International Journal of Business and Administrative Studies volume 5 issue 5 pp. 272-281 doi: https://dx.doi.org/10.20469/ijbas.5.10002-5 The Motivations to Engage in Sharing Economy: A Case Study of Uber Morocco Islame EL Fikri * Faculty of law, Economic and Social Sciences, University of Hassan II Casablanca, Casablanca, Morocco Salah Koubaa Faculty of law, Economic and Social Sciences, University of Hassan II Casablanca, Casablanca, Morocco Lhacen Belhcen Faculty of law, Economic and Social Sciences, University of Hassan II Casablanca, Casablanca, Morocco Abstract: Recently, there have been substantial changes in the way people consume, with the emergence of new collaborative business models flourishing globally. The success of these models has been attributed to numerous simultaneous societal changes. Financial crises have encouraged people to search for other means of consumption. Also, significant technological advances have led the Internet to become prevalent, thus making technologies a crucial aspect of life. This study sought to enhance understanding by deeply exploring this phenomenon. To achieve this, a qualitative study was conducted through 160 interviews of Uber drivers in Morocco. This study uses a qualitative research design to address the major research questions. For this study, the qualitative research was instrumental for creating industry-specific insights. The study established a lack of clear understanding among Uber drivers as providers about the meaning of collaborative consumption and sharing economy concepts. The study also established that three major motivators influenced them to take part in the sharing economy. The motivations identified in this study should lay the basis for the development of more sharing economy services for these populations, especially in developing states in the Middle East and North Africa that may increasingly need such services. Future research should also explore the outcomes associated with involvement in the sharing economy. Keywords: Sharing economy, collaborative consumption, Uber, motivations Received: 17 September 2019; Accepted: 02 October 2019; Published: 26 October 2019 INTRODUCTION Background The sharing economy is among the fastest growing business trends ever witnessed in history as investors have pumped large quantities of venture capital funding into startups that operate using a share-based model (Standing, Standing, & Biermann, 2019). The basic definition of the sharing economy is that it is a socio-economic system where people use the Internet for communicating with other organizations and individuals to share consumption and services. Witt, Suzor, and Wikström (2015) contend that consumption patterns have increasingly changed since the concept began * Correspondence concerning this article should be addressed to Islame EL Fikri, Faculty of law, Economic and Social Sciences, University of Hassan II Casablanca, Casablanca, Morocco. E-mail: islame.elfikri8@gmail.com c  2019 The Author(s). Published by KKG Publications. This is an Open Access article distributed under a Creative Commons Attribution- NonCommercial-NoDerivatives 4.0 International License.