Share more, drive less: Millennials value perception and behavioral intent in using collaborative consumption services

Abstract

Purpose This paper aims to investigate how the cognitive value perceptions and affective attitudes of Millennial consumers are related to behavioral intent in the context of collaborative consumption and how such relationships may be moderated. Design/methodology/approach Two scenario-based online studies were conducted with young consumers concerning several collaborative consumption services. Findings Using structural equation modeling, the authors found that specific dimensions of value perceptions (utilitarian, hedonic and symbolic) have differing effects on young consumers’ attitude and empathy toward collaborative consumption services. The analysis shows no moderating effects for perceived consumer effectiveness (Study 1 and Study 2) but a significant moderating effect for consumer innovativeness (Study 2). Research limitations/implications This research identifies important factors for the attitudinal and behavioral outcome of young consumers, an important consumer group for the emerging trend of collaborative consumption. Also, the role of empathy and two personal traits offer insights. Practical implications Substantively, the findings guide marketers in the sharing economy in elevating their strategic tactics and effective approaches to reach this important consumer group. Originality/value Given the paucity of research on consumer groups in this context, the current research breaks new ground by investigating value perceptions and empathy as drivers of positive reactions and moderating factors within the collaborative economy.

Identity, self‐concept and young women’s engagement with collaborative, sustainable fashion consumption models

“…This supports Mohlmann's earlier findings with a general consumer cohort. Hwang and Griffiths’ () study did, however, indicate a positive relationship between attitude towards collaborative consumption and behavioural intention for young consumers.…”

“…However, participants in collaborative consumption tended to be driven by rationality and to serve their self‐benefit, rather than for the greater good of the community. Where younger consumers were considered, Hwang and Griffiths () explored value perceptions and attitudes in relation to behavioural intention, in the context of collaborative consumption. The study suggests that, in a younger consumer cohort, there is a positive value–attitude relationship for utilitarian (functional and economic) and hedonic (enjoyment and pleasure) benefits, and not for the symbolic value of collaborative consumption (e.g., enhancing societal sustainability).…”

“…In collaborative consumption, the social setting becomes paramount, as consumers are asked to actively shun possessiveness, instead embracing the act of sharing as well as access to shared goods (Pedersen & Netter, 2015). Understanding of how consumers negotiate collaborative consumption identities has been primarily limited to transport, accommodation and large resources (e.g., Böcker & Meelen, 2016;Hamari, Sjöklint, & Ukkonen, 2015;Hwang & Griffiths, 2017;Möhlmann, 2015). Emerging research however explores collaborative consumption and identity in the context of fashion consumers (particularly those that could be described as heavy consumers of fashion goods, and thus greater contributors to the overall ethical problem of fashion).…”

“…The foundations of the model are drawn from applications of the TPB (Ajzen, 1991), organized as motivations towards and barriers to engagement with each CFC form. Key literature-derived motivating factors used in the interpretation of the data are: utilitarian (economic) and hedonic benefits(Hwang & Griffiths, 2017); status and susceptibility to interpersonal influence (Becker-Leifhold, 2018); subjective norms (fashion leadership, need for uniqueness, materialism)(Hamari et al, 2015;Lang & Armstrong, 2018;Ming Law et al, 2004); and negative evaluations of second-hand goods (decreased confidence in personal style, loss of ownership perceptions)(Armstrong et al, 2015).Uptake of a CFC model depends on a consumer's personal evaluation of the magnitude of the influence (positive or negative) on individual identity management. The conceptual model is thus proposed to summarize the relative evaluations of each of the four forms of CFC considered by the participants, with indicated relationships either positive or negative, in reference to overall (fashion) identity management.…”

Demand of Using Sharing-Based Transportation Services in Indonesia: Does Socio-Religious Preference Matter?

“…Moreover, millennials as primary users of sharing economy have accustomed to bartering, sharing and buying goods that have been used. Millennials say to more care about others and be less interested in material things and consumerism lifestyle [6]. This is in line with the concepts of huquq and maslahah in Islamic economics that an individual acts by not only focusing on their own interests, but also considering the benefits and impacts for others.…”