Abstract
ABSTRACT Although evidence supports the prevalence of collaborative and sustainable consumption online, limited research has examined this phenomenon. This study applied the stimulus–organism–response (SOR) framework to develop a model of recommerce customer behaviour. The model examines the effects of platform attributes of convenience, fairness, and security and customer characteristics of innovation and norms on attitudes toward sustainability and toward the recommerce platform. In turn, the association between customer attitude and repurchase intention is investigated. A partial least squares structural equation model is employed to evaluate the research model using survey questionnaire data. The results show that platform characteristics of fairness and convenience are key determinants of a positive attitude toward the recommerce platform, whereas customer personal norms are important precursors of attitude toward sustainable consumption. The effects of the two types of attitude on repurchase intention are identified. Furthermore, usage frequency influences the relationship between the recommerce experience and its outcome. Considering both platform and customer characteristics produces novel insights that elucidate the determinants of sustainable consumption behaviour.
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