The drivers and deterrents of collaborative consumption in India: a qualitative approach
Abstract
Purpose
This study aims to explore the concept of collaborative consumption (CC) by identifying factors that drive and deter individual participation in CC. The concept of CC encompasses practices such as sharing, giving, renting, donating, swapping and trading pre-owned goods with another individual, all of which reduce new purchases and promote the reuse of goods, thereby protecting resource depletion and waste.
Design/methodology/approach
Using a qualitative research approach, a total of 23 semi-structured, in-depth interviews were conducted with the participants involved in various shared consumption activities. The thematic analysis was done on interview data to explore the themes and subthemes of CC in the form of drivers and deterrents.
Findings
The findings reveal economic, social connection, sustainability, ease of use, utilization of goods and surroundings as driving factors of CC. Moreover, security concerns, lack of awareness and lack of accessibility were explored as deterring factors. Based on the findings, the present study proposes a conceptual framework for future studies.
Originality/value
The study adds value to the understanding of CC, which is in a nascent stage. The unique drivers and deterrents of CC, as explored in the present study, have significant implications for marketers, business developers, researchers and practitioners.
Keywords
Acknowledgements
The authors are very thankful to all the participants for this research.
Funding: This research received no external funding.
Disclosure statement: There is no conflict of interest between the authors.
Citation
Chaudhary, E., Srivastava, K. and Pal, D. (2025), "The drivers and deterrents of collaborative consumption in India: a qualitative approach", Journal of Global Responsibility, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JGR-01-2024-0003
Publisher
:Emerald Publishing Limited
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