Applying the Extended Theory of Planned Behavior to Predict Collaborative Consumption Intentions

Abstract

In this study we test and validate the theory of planned behavior (TPB) to predict consumers’ collaborative consumption intentions. In addition, we extend the TPB by studying consumers’ price consciousness as a potential determinant of collaborative consumption intentions. The empirical data is based on the survey study that was conducted in Finland in 2015. Our main findings are as follows: first, our study indicates that consumers’ attitudes toward collaborative consumption are positively related to their intentions to participate in collaborative consumption. Second, our study reveals that subjective norm is positively related to consumers’ collaborative consumption intentions. Our results also demonstrate that if consumers have the abilities to engage in collaborative consumption, it enhances their intention to participate in such behavior. As a final contribution, our study indicates that price consciousness acts as determinant for taking part in collaborative consumption. Overall, our results are consistent with the TPB. Based on our study, it can be argued that TPB is a useful theoretical framework to investigate the motivations among consumers to engage in collaborative consumption.