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Abstract

The aim of the article was to examine Generation Z's propensity to share products in the context of the growing trend of collaborative consumption in the Polish market. Design/methodology/approach: The objectives were achieved by conducting a theoretical review of the sharing economy, complemented by direct research on the propensity of young consumers to share selected products. The study was conducted using an online survey technique among 600 Polish consumers from generation 'Z' in 2023. Findings: The research results indicate various motives driving Generation 'Z' towards collaborative consumption, encompassing economic, social, and environmental aspects. They also reveal the types of products this generation is more likely to share. Research implications:In the future, it would be interesting to expand this research to include other countries (e.g. in Europe), different demographics (e.g. seniors), and the role of various factors influencing product sharing (e.g. social media, education). Social and practical implications: The findings of this article contribute to understanding consumer trends among young people, which influence the behavior of future generations and demonstrate a concern for sustainability. They underscore the importance of educating young people about pro-environmental behavior, crucial for a sustainable future. The results provide insights into young people's propensity for pro-environmental actions and highlight the potential need for education in this area. Additionally, these findings can be valuable for enhancing the effectiveness of sales processes and methods businesses use to communicate with young consumers. Originality/value: This article presents a unique contribution to the field of consumer behavior by specifically focusing on Generation 'Z' in the Polish market, a demographic often overlooked in collaborative consumption research. Its originality lies in its comprehensive examination of the multifaceted motives (economic, social, and environmental) that drive this generation towards shared consumption.