Willingness to receive and provide resources in Europe's non‐remunerated and remunerated collaborative consumption

Abstract

AbstractRooted in theory of planned behavior (TPB) supplemented with self‐determination theory (SDT), this study explores determinants of willingness to receive and provide resources in Europe's non‐remunerated and remunerated collaborative consumption (CC). The exploration was conducted within a single research model by assessing the role of (a) TPB constructs reflecting attitude towards participation in CC, perceived social pressure to engage, and perceived level of difficulty that engagement requires and (b) SDT constructs of environmental, social, and economic motives for participation. The data were collected through an online questionnaire, and the structural relationships were analyzed using structural equation modeling. Willingness to consume in non‐remunerated and remunerated CC was positively directly influenced by social pressure to engage in CC and participation being perceived as pleasant, negatively by the level of difficulty that engagement requires, as well as positively indirectly influenced by environmental concern and sociability. Additionally, environmental concern had positive direct effect on willingness to consume only in the remunerated context. Willingness to provide in non‐remunerated CC was positively directly influenced by perceiving participation as pleasant and indirectly by environmental concern and sociability. Resource provision in remunerated CC was not explained by any of the determinants.