The sharing economy in a digital society: youth consumer behavior in Italy

Abstract

Purpose

This paper aims to explore the sharing economy in Italy, focusing on key socioeconomic characteristics.

Design/methodology/approach

Adopting an exploratory approach, it analyzes the answers of a questionnaire, created using Google Forms and administered via social networks and e-mails. To analyze the answers statistical tests and descriptive statistics were used. The survey reveals potential behavioral factors, which influence the participation propensity to share economic practices.

Findings

Results exhibit that the age of the consumer is an impactful participating factor of sharing economy, and therefore, it seems to be a discriminant. On the contrary, gender and annual income are insignificant determinants.

Research limitations/implications

The sample is unbalanced, the majority of the answers were provided by young people.

Social implications

The paper can give a picture of the role and the importance of the sharing economy in Italy. Motivated by its global economic growth that could reach in 2025 the value of €570bn, it contextualizes what drives people to collaborate and share tangible and intangible assets.

Originality/value

It aims to discover how this digital trend shapes the social fabric of the global economy, providing a broader reflection in terms of future sustainability developments. Ongoing dynamic changes on digital consumer preferences toward sharing products and services provide valuable evidence on their future commercial behavior.

Citation

Gazzola, P., Grechi, D., Papagiannis, F. and Marrapodi, C. (2021), "The sharing economy in a digital society: youth consumer behavior in Italy", Kybernetes, Vol. 50 No. 1, pp. 147-164. https://doi.org/10.1108/K-12-2019-0796