Economic, Social And Environmental Motives Compelling Consumers To Participate In Collaborative Consumption: A Perspective From Collectivist Society.

The recent environmental challenges have brought significant changes in the consumption pattern of consumers. Collaborative consumption is one of the pro-environmental behavior which helps consumers to reduce their undesirable environmental impact. This study aims to study the impact of economic, social, and environmental factors on consumers’ attitude, intention, and behavior towards collaborative consumption in collectivist societies, by proposing a conceptual framework based on the theory of planned behavior. The data was collected online by using google form and a sample of 394 respondents was used for data analysis. The model was validated by using Structure Equation Modeling on AMOS 18. The study findings suggest that several economic, social, and environmental motives drive the consumer attitude, intention, and behavior toward collaborative consumption, except opportunity of earning and trend affinity. The result advocates that culture has a significant impact on consumers’ consumption patterns and consumers in collectivist societies behave significantly different from individualist society consumers in the collaborative consumption domain. The research findings provide a clear guideline to the marketers and policymakers to develop strategies for sustainable development in a collectivist society. [ABSTRACT FROM AUTHOR]