Segmentation of collaborative consumption consumers: Social identity theory perspective

Abstract

Collaborative consumption is on the rise in two ways: as a trend in consumer behaviour that is driving the development of new business models, and also as a field of academic research. In various industries, companies are recognizing its importance and global relevance due to its large growth potential and disruptive impact on existing supply chains, posing a competitive threat even to firms with longestablished traditional business models (cf. Bhalla, 2021;Fraanje & Spaargaren, 2019;. Unlike traditional business models, collaborative consumption involves peer-to-peer exchange

Leveraging corporate sustainability through responsible innovation: Capacity building with exploration and exploitation

“…The findings show that being a sustainable company can positively affect organizations when they focus on responsible innovation. Although the current literature provides various studies on the impact of sustainability on organizations by increasing the engagement of major stakeholders such as employees (e.g., Donia et al, 2019; Kantabutra & Ketprapakorn, 2020; Ng et al, 2019) and customers (e.g., Jones et al, 2017; Malecka et al, 2022), this study has contributed to a track, which challenges this direct link between sustainability practices and performance (Hart & Dowell, 2011) by examining the connecting role of some certain variables and structures such as green innovation (Asiaei et al, 2022), environmental performance measurement systems (Lisi, 2015), sustainability control system (Wijethilake, 2017) and so on.…”

“…Prior studies focus on the effects of sustainability‐related practices on attracting job applicants (Magbool et al, 2016) or customers (e.g., Jones et al, 2017; Malecka et al, 2022) as well as on enhancing current employees' work‐related attitudes (e.g., Gupta, 2017; Donia et al, 2019; Ng et al, 2019). Nascent literature on the impact of sustainability and social responsibility on organizations explains this mechanism by taking the premises of social identity approach (Tajfel, 1972; Tajfel & Turner, 1979; Turner et al, 1987).…”

“…In addition to the employee‐related outcomes, the social identity approach has provided a sound theoretical lens to understand how a sustainable and/or socially responsible business organization can gain a competitive edge by enhancing consumers' identification with an organization. Companies might use ‘the signalling of their corporate social responsibility (CSR) programs as a way to relate to consumers' social identities’ (Jones et al, 2017, p. 135), and this social identity affects the intentions of consumers to support the relevant activities such as collaborative consumption (Malecka et al, 2022), and the attitudes of consumers on CSR trigger their CSR‐related behaviours (Jones et al, 2017). The incorporation of sustainable behaviour by consumers might become a part of their social identity and drive them to consume more sustainability‐related goods/services such as fair trade or organic products (Bartels & Reinders, 2016).…”

To use or not use: Understanding Chinese consumers' intention toward “serving chopsticks”

“…Although subjective norm was not included in the original model, many studies (Domina & Koch, 2002; Jansson et al, 2010) support the direct impacts of social consciousness on consumers' behavioral intentions. Subjective norm is a significant predictor of consumers' intentions (Małecka et al, 2022). In particular, Han (2015) noted the significant influences of individuals' subjective norm on their behavioral intentions to choose a “green” hotel.…”

Tourist accommodation, consumption and platforms

“…As stated previously, one of the main economic effects associated with these platforms is the ability to spread the tourists throughout the city and bring touristic consumption to traditionally non‐benefiting areas (Freytag & Bauder, 2018; Porges, 2013). In fact, some of the users of collaborative economy platforms are motivated by consumption with a greater social impact (Lee & Cha, 2021; Małecka et al, 2022). Nevertheless, others accuse tourist housing of increasing the concentration of accommodation places in already saturated areas (Ioannides et al, 2019), although this debate is still ongoing (Gutierrez et al, 2017; Gyòdi, 2017).…”