Abstract
This research article studies collaborative consumption practices in Kyrgyzstan in the context of the Theory of Planned Behaviour and Auckland Individualism and Collectivism dimensions. The research aims to answer the question: To what extent are the Theory of Planned Behaviour and Individualism and Collectivism dimensions relevant framework to explaining intention to engage in collaborative consumption and collaborative consumption behaviour. A quantitative online survey of 308 respondents was conducted. A linear regression analysis was performed using the R statistics engine. The study found that dimensions of the TPB such as attitude, subjective norm, perceived behavioural control, and personal norms; and the dimension of individualism – responsibility are among the statistically significant positive predictors of intentions to engage in collaborative consumption. Whereas personal norms, behavioural beliefs, advice, and closeness are positive; biospheric value orientations and harmony are negative factors impacting the collaborative consumption behaviour of respondents.
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