Modeling collaborative consumption by extending self-determination theory: an emerging economy perspective

Abstract

PurposeThis paper aims to cognizance consumers' intention to participate in collaborative consumption (CC). Also, the gender difference regarding the above is examined.Design/methodology/approachTo quantify the consumers’ intention to participate in CC cross-sectional survey method has been used. In total, 333 potential consumers selected through convenience sampling participated in the survey. The study used the capabilities of the structured equation modelling technique to validate the proposed research model.FindingsExcept for hedonic motives, all other drivers such as reputation, economic benefits, sustainable motives and trust have a significant influence on the intention to participate in CC. The effect of gender was found on the relationship between Trust and Intentions only.Practical implicationsThis study can be used as a guiding path in the domain of CC for practitioners, marketers, startups and policymakers as the opinion of potential users has been reported. The results of the study highlight that the consumers’ interest in CC participation and social reputation are the most influential drivers of intention to participate in CC. Marketers should design their strategies in such a way that the individual should feel like a social hero rather than just a responsible consumer while participating in CC.Originality/valueThe present study contributes to the literature by examining the intention to participate in CC through the lens of self-determination theory (SDT), specifically in the Indian context. The authors have also extended the SDT by adding a trust factor that is best to their knowledge not integrated till now. The present study integrated cognitive, economic, psychological and relational aspects to understand CC behavior.