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Does “sharing” mean “socially responsible consuming”? Exploration of the relationship between collaborative consumption and socially responsible consumption

Myriam Ertz (LaboNFC, Department of Economics and Administrative Sciences, Université du Québec à Chicoutimi, Saguenay, Canada)
Fabien Durif (Université du Québec à Montréal, Montreal, Canada)
Agnès Lecompte (Institute of Management, Université de Bretagne-Sud, Lorient, France)
Caroline Boivin (Department of Marketing, University of Sherbrooke, Sherbrooke, Canada)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 11 June 2018

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Abstract

Purpose

The purpose of this study is to investigate the extent to which collaborative consumption (CC) enthusiasts are significantly more likely to engage into specific forms of socially responsible consumption (SRC), in contrast to regular consumers.

Design/methodology/approach

The authors administered an online questionnaire survey to a panel of 1,006 consumers. A cluster analysis combined with analyses of variance then determined the extent to which CC enthusiasts were more likely to engage in the focal SRC behaviors as opposed to others.

Findings

CC enthusiasts differ positively from other consumers concerning sustainable transportation, citizen consumption and composting but negatively from other consumers concerning recycling; they do not differ significantly with regard to environmental, animal protection and local consumption.

Originality/value

Conflating CC and SRC remains debatable. This study provides some preliminary evidence about the complex associations that exists between the two constructs.

Keywords

Citation

Ertz, M., Durif, F., Lecompte, A. and Boivin, C. (2018), "Does “sharing” mean “socially responsible consuming”? Exploration of the relationship between collaborative consumption and socially responsible consumption", Journal of Consumer Marketing, Vol. 35 No. 4, pp. 392-402. https://doi.org/10.1108/JCM-09-2016-1941

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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