Towards Sustainable Consumption: Generation Z’s Views on Ownership and Access in the Sharing Economy

Abstract

The sharing economy substitutes owning with accessing, promoting sustainable development by reducing excessive consumption and resource overuse, which harm the environment. Sharing reduces resource and energy use, lowering emissions and waste disposal costs, thus reducing environmental damage. This study identifies key factors that encourage Generation Z to embrace the sharing economy for goods and services, emphasizing its role in sustainable development. Conducted in May 2023, the study surveyed 442 Polish Generation Z individuals to examine their attitudes and behaviours regarding climate change. The research focused on this demographic due to their crucial role in addressing global issues. Data was collected using the CAWI method and analyzed with IBM SPSS and AMOS software through structural equation modelling (SEM). The analysis revealed three factors: Willingness to Share for Savings (WSS), Digital Customer Engagement (DCE), and Environmental Concern (EC). The results show that ecological concerns and digital engagement significantly influence people’s willingness to share, boosting environmental awareness and cost-saving behaviours. Generation Z’s sharing propensity and environmental consciousness are significantly shaped by digital engagement.