Collaborative Consumption Usage in the US and India: An Exploratory Study

Authors

Pia A. Albinsson, Appalachian State University
B. Yasanthi Perera, Goodman School of Business
Lubna Nafees, Assistant Professor of Marketing
Bidisha Burman, University of the PacificFollow

Document Type

Article

Publication Title

Journal of Marketing Theory and Practice

ISSN

1069-6679

Volume

27

Issue

4

DOI

10.1080/10696679.2019.1644956

First Page

390

Last Page

412

Publication Date

10-2-2019

Abstract

While collaborative consumption and access-based businesses are thriving in the marketplace, researchers are yet in the process of attaining a comprehensive understanding of consumers’ collaborative consumption determinants and deterrents. This research, which focuses on collaborative consumption users vs. non-users in the US and Indian markets, aims to understand the predictive factors of collaborative consumption usage across these two economies and cultures. Discriminant analysis identifies respondents’ Perceived Sustainability as the strongest predictor of usage followed by Trust, Generosity, Risk-seeking, Materialism, Power Distance, Long-term orientation and Collectivism. Theoretical and managerial implications are discussed.

Recommended Citation

Albinsson, P. A., Perera, B. Y., Nafees, L., & Burman, B. (2019). Collaborative Consumption Usage in the US and India: An Exploratory Study. Journal of Marketing Theory and Practice, 27(4), 390–412. DOI: 10.1080/10696679.2019.1644956
https://scholarlycommons.pacific.edu/esob-facarticles/135