10 years of consumer behavior in collaborative consumption: a systematic literature review of open access articles

Abstract

ABSTRACT Collaborative consumption (CC) is becoming a key concept in marketing. Despite the topic’s relevance, the academic literature on consumer behavior in collaborative consumption remains very fragmented. This present research aims to provide a systematic review of consumer behavior in collaborative consumption research in the existing literature. An extensive literature review was systematically conducted on collaborative consumption spread over the time period between 2010 to 2021 published journals which were identified from online academic and research databases of Web of science and EBSCO. A total of 97 conceptual and empirical articles were analyzed based on criteria such as year of publication, theoretical underpinning, methodological approaches, etc. The paper highlights the critical emergent themes and sub-themes, extensively used methodologies and analysis approaches, and dominant theoretical underpinnings. By providing the distribution schema of collaborative consumption articles based on the mentioned criteria and the future research areas, the present study will help future researchers understand the current status of collaborative consumption research in the marketing and consumer behavior discipline and take this research area forward. Our theme-based segregation of collaborative consumption gives a deeper insight to the managers of sharing services concerning the key motivations and constraints of collaborative consumption. This systematic literature review provides a holistic view of consumer behavior in collaborative consumption. It highlights three major research themes (customer-centric studies, sustainability-centric studies, and consumer trust studies) and their related and relevant sub-themes to date addressed in the research studies.