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What drives Generations Y and Z towards collaborative consumption adoption? Evidence from a post-communist environment

Rodica Ianole-Calin (Faculty of Business and Administration, Center for Applied Behavioral Economics, University of Bucharest, Bucharest, Romania)
Elena Druica (Faculty of Business and Administration, Center for Applied Behavioral Economics, University of Bucharest, Bucharest, Romania)
Geoffrey Hubona (Texas A&M International University, Lardeo, Texas, USA)
Bingyi Wu (University of Texas at San Antonio, San Antonio, Texas, USA)

Kybernetes

ISSN: 0368-492X

Article publication date: 26 June 2020

Issue publication date: 3 May 2021

Abstract

Purpose

This study aims to explore the relationship between different categories of motivation and the intention to engage in collaborative consumption (CC), using attitude as a mediator.

Design/methodology/approach

The authors extend an existing measurement scale focused on sustainability, enjoyment, reputation and economic benefits, as factors relevant in shaping how people perceive CC. The extension includes the role of personal beliefs and social relationships. The authors conduct a mediation analysis using partial least squares path modelling.

Findings

This study partially confirms existing literature: sustainability and enjoyment are positively related and statistically significant in predicting attitude towards CC, while only enjoyment impacts behavioural intention; attitude further impacts behavioural intention. Further, reputation and economic benefits positively and significantly impact attitude; economic benefits are not significant for behavioural intention in this study’s Romanian sample, but reputation is. Neither beliefs nor relationships are significantly associated with behavioural intention.

Originality/value

The authors investigate CC determinants in a post-communist economy, a novel setting for the development of sharing economy, as most studies focus on traditionally developed economies.

Keywords

Citation

Ianole-Calin, R., Druica, E., Hubona, G. and Wu, B. (2021), "What drives Generations Y and Z towards collaborative consumption adoption? Evidence from a post-communist environment", Kybernetes, Vol. 50 No. 5, pp. 1449-1466. https://doi.org/10.1108/K-08-2019-0567

Publisher

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Emerald Publishing Limited

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