New Models for Collaborative Consumption: The Role of Consumer Attitudes Among Millennials

Abstract

In recent years, the phenomenon of the sharing economy has emerged strongly as a system of exchange and consumption of goods and services among individuals, mainly through digital platforms. The development of information and communication technologies and the need for a new consumption and ownership culture have been the driving forces behind this economy. However, there has been little research into people’s motivations to participate in collaborative consumption, especially among young people, who are most likely to use such a consumption model. Therefore, this paper develops an explanatory model, based on self-determination theory, to understand the motivations to participate in the sharing economy of young people, who make up the millennial generation. The model was tested using a sample of 272 people in this population segment, who expressed an interest in this type of consumption. The results confirm that participation in collaborative consumption is motivated by factors such as sustainability, enjoyment of the activity, and economic benefits.