Antecedents of the Sharing Economy in a Pandemic Scenario: Prosocial Attitudes, Past Behaviour and Transformation Expectations
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Published
19-01-2023
Helena Alves
Marta P. Alves
Arminda Paço
https://orcid.org/0000-0001-5192-2310
Marta P. Alves
Arminda Paço
Abstract
The COVID-19 pandemic is expected to have a significant impact on most sharing economy activities, and at present, it is particularly challenging to achieve a consensual model to predict sharing economy behaviour. Based on empirical and theoretical premises established before the pandemic, we intend to explore the association between a set of psychosocial variables (i.e., cooperation, environmental awareness, past behaviour) and sharing economy behaviour, particularly the use of shared assets (i.e., cars and accommodation) during the COVID-19 pandemic. Furthermore, the present study analyses the mediating role of transformation expectations, as the decision to engage or not in sharing behaviour may be influenced by beliefs about the consequences of those actions from the user’s perspective. This study comprised a total of 596 participants. Data was collected through a self-administered questionnaire and was statistically analysed and interpreted using PLS 3.0. Structural Equation Modelling statistical software. Contrary to our predictions, the results show that cooperation negatively influenced the willingness to participate in sharing activities during the COVID-19 pandemic, that environmental awareness was not a significant predictor, and that past sharing behaviour has the strongest influence on the willingness to share during pandemic times. Finally, the mediating effect of transformation expectations was significant in both associations, i.e., pro-environmental consciousness and past sharing experiences, and the willingness to adopt sharing behaviour during COVID-19.
How to Cite
Alves, H., Alves, M. P., & Paço, A. (2023). Antecedents of the Sharing Economy in a Pandemic Scenario: Prosocial Attitudes, Past Behaviour and Transformation Expectations. Cuadernos De Gestión, 23(1), 37–50. https://doi.org/10.5295/cdg.211615ha
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Keywords
Sharing Economy, Cooperation, Environmental Awareness, Transformation Expectations, COVID-19
References
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Belk, R. (2010). Sharing. Journal of Consumer Research, 36(5), 715-734. https://doi.org/10.1086/612649
Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595-1600. https://doi.org/10.1016/j.jbusres.2013.10.001
Böcker, L., & Meelen, T. (2017). Sharing for people, planet or profit? Analysing motivations for intended sharing economy participa-tion. Environmental Innovation and Societal Transitions, 23, 28-39. https://doi.org/10.1016/j.eist.2016.09.004
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Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed, a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-152. https://doi.org/10.2753/MTP1069-6679190202
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Busi-ness Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203.
Hair, J. F., Sarstedt, M., & Ringle, C. M. (2019). Rethinking some of the rethinking of partial least squares. European Journal of Mar-keting. 53(4), 566-584. https://doi.org/10.1108/EJM-10-2018-0665.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8
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Hartl, B., Hofmann, E., & Kirchler, E. (2016). Do we need rules for “what’s mine is yours”? Governance in collaborative consumption communities. Journal of Business Research, 69(8), 2756-2763. https://doi.org/10.1016/j.jbusres.2015.11.011.
Henten, A.H., & Windekilde, I.M. (2016). Transaction costs and the sharing economy. INFO, 18(1), 1-15. https://doi.org/10.1108/info-09-2015-0044
Hirsch, P.M., & Levin, D.Z. (1999). Umbrella advocates versus validity police: A life-cycle model. Organization Science, 10(2), 199–212. https://doi.org/10.1287/orsc.10.2.199
Hossain, M. (2020). Sharing economy: A comprehensive literature review. International Journal of Hospitality Management, 87, 102470. https://doi.org/10.1016/j.ijhm.2020.102470.
Hossain, M. (2021). The effect of the Covid-19 on sharing economy activities. Journal of Cleaner Production, 280, 124782. https://doi.org/10.1016/j.jclepro.2020.124782
Kadic-Maglajlic, S., Arslanagic-Kalajdzic, M., Micevski, M., Dlacic, J., & Zabkar, V. (2019). Being engaged is a good thing: understanding sustainable consumption behavior among young adults. Journal of Business Research, 104, 644-654. https://doi.org/10.1016/j.jbusres.2019.02.040
Küster, I., & Pascual, J.J. (2021). Non-monetary price perceived in e-peer-to peer accommodation. Airbnb guests’ perspective. Mana-gement Letters/Cuadernos de Gestión, 21(1), https://doi.org/103-113.10.5295/cdg.201290ik.
Laato, S., Islam, N., Farooq, A., & Dhir, A. (2020). Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus-organism-response approach. Journal of Retailing and Consumer Services, 57, 102-224. https://doi.org/10.1016/j.jretconser.2020.102224
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Mathios, A., Micklitz, H., Reisch, L., Thogersen, J., & Twigg-Flesner, C. (2020). Consumer policy in the age of COVID-19. Journal of Consumer Policy, 43, 433-435. https://doi.org/10.1007/s10603-020-09461-1
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Ouellette, J. A., & Wood, W. (1998). Habit and intention in everyday life: The multiple processes by which past behavior predicts future behavior. Psychological Bulletin, 124(1), 54-74. https://doi.org/10.1037/0033-2909.124.1.54
Parguel, B., Lunardo, R., & Benoit-Moreau, F. (2017). Sustainability of the sharing economy in question: When second-hand pe-er-to-peer platforms stimulate indulgent consumption. Technological Forecasting and Social Change, 125, 48-57. https://doi.org/10.1016/j.techfore.2017.03.029
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Richins, M. L. (2013). When wanting is better than having: Materialism, transformation expectations, and product-evoked emotions in the purchase process. Journal of Consumer Research, 40(1), 1-18. https://doi.org/10.1086/669256
Santos, J., & Boote, J. (2003). A theoretical exploration and model of consumer expectations, post‐purchase affective states and affec-tive behaviour. Journal of Consumer Behaviour: An International Research Review, 3(2), 142-156. https://doi.org/10.1002/cb.129
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Schor, J.B., Fitzmaurice, C.J. (2015). Collaborating and connecting the emergence of the sharing economy. In: Reisch, L., Thogersen, J. (Eds.), Handbook of Research on Sustainable Consumption. Edward Elgar.
Schwartz, S. H. (1968). Awareness of consequences and the influence of moral norms on interpersonal behavior. Sociometry, 31, 355-369. https://doi.org/10.2307/2786399
Schwartz, S. H. (1973). Normative explanations of helping behavior: A critique, proposal, and empirical test. Journal of Experimental Social Psychology, 9, 349-364. https://doi.org/10.1016/0022-1031(73)90071-1
Sheth, J. (2020). Impact of COVID-19 on consumer behavior: Will the old habits return or die? Journal of Business Research, 117, 280-283. https://doi.org/10.1016/j.jbusres.2020.05.059
Styvén, M. E, & Mariani, M. M. (2020). Understanding the intention to buy second hand clothing on sharing economy platforms: The influence of sustainability, distance from the consumption system, and economic motivations. Psychology & Marketing, 37(5), 724-739. https://doi.org/10.1002/mar.21334.
Varma, M. M., Chen, D., Lin, X. L., Aknin, L. B., & Hu, X. (2020, August 12). Prosocial behavior promotes positive emotion during the COVID-19 pandemic. https://doi.org/10.31234/osf.io/vdw2e
Villegas Pinuer, F., Valenzuela Fernández, L., Llonch Andreu, J., & López Belbeze, P. (2022). Environmental sustainability and their factors in SMEs: A multiple case study of Spain and Chile. Management Letters/Cuadernos de Gestión, 22(1), 35-50. https://doi.org/10.5295/cdg.211370fv
Watson, R., & Popescu, G. H. (2021). Will the COVID-19 Pandemic lead to long-term consumer perceptions, behavioral intentions, and acquisition decisions?. Economics, Management and Financial Markets, 16(4), 70-83. https://doi.org/10.22381/emfm16420215
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Ajzen, I. (2011). The theory of planned behaviour: Reactions and reflections. Psychology & Health, 26(9), 1113-1127. https://doi.org/10.1080/08870446.2011.613995
Alharthi, M., Alamoudi, H., Shaikh, A. A., & Bhutto, M. H. (2021). “Your ride has arrived”: Exploring the nexus between subjective well-being, socio-cultural beliefs, COVID-19, and the sharing economy. Telematics and Informatics, 101663. https://doi.org/10.1016/j.tele.2021.101663
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94. https://doi.org/10.1007/BF02723327
Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Prentice-Hall.
Belk, R. (2007). Why not share rather than own? The ANNALS of the American Academy of Political and Social Science, 611(1), 126-140. https://doi.org/10.1177/0002716206298483
Belk, R. (2010). Sharing. Journal of Consumer Research, 36(5), 715-734. https://doi.org/10.1086/612649
Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595-1600. https://doi.org/10.1016/j.jbusres.2013.10.001
Böcker, L., & Meelen, T. (2017). Sharing for people, planet or profit? Analysing motivations for intended sharing economy participa-tion. Environmental Innovation and Societal Transitions, 23, 28-39. https://doi.org/10.1016/j.eist.2016.09.004
Boonchoo, P., & Thoumrungroje, A. (2017). A cross-cultural examination of the impact of transformation expectations on impulse buying and conspicuous consumption. Journal of International Consumer Marketing, 29(3), 194-205. https://doi.org/10.1080/08961530.2017.1289357
Botsman, R., Rogers, R. (2010). What’s mine is yours: How collaborative consumption is changing the way we live. Harper Collins.
Bucher, E., Fieseler, C., & Lutz, C. (2016). What’s mine is yours (for a nominal fee): Exploring the spectrum of utilitarian to altruistic motives for Internet-mediated sharing. Computers in Human Behavior, 62, 316-326. https://doi.org/10.1016/j.chb.2016.04.002
Carrus, G., Passafaro, P., & Bonnes, M. (2008). Emotions, habits and rational choices in ecological behaviours: The case of recycling and use of public transportation. Journal of Environmental Psychology, 28(1), 51-62. https://doi.org/10.1016/j.jenvp.2007.09.003
Chen, C., Rubens, G., Xu, X., & Li, J. (2020). Coronavirus comes home? Energy use, home energy management, and the so-cial-psychological factors of COVID-19. Energy Research & Social Science, 68, 101688. https://doi.org/10.1016/j.erss.2020.101688
Cheng, M. (2016). Sharing economy: A review and agenda for future research. International Journal of Hospitality Management, 57, 60-70. https://doi.org/10.1016/j.ijhm.2016.06.003
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 295(2), 295-336.
Davidson, A., Habibi, M. R., & Laroche, M. (2018). Materialism and the sharing economy: A cross-cultural study of American and Indian consumers. Journal of Business Research, 82, 364-372. https://doi.org/10.1016/j.jbusres.2015.07.045
De Hooge, I. E., Zeelenberg, M., & Breugelmans, S. M. (2007). Moral sentiments and cooperation: Differential influences of shame and guilt. Cognition and Emotion, 21(5), 1025-1042. https://doi.org/10.1080/02699930600980874
Debata, B., Patnaik, P., & Mishra, A. (2020). COVID-19 pandemic! It’s impact on people, economy, and environment. Journal of Public Affairs, e2372. https://doi.org/10.1002/pa.2372.
Di Crosta, A., Ceccato, I., Marchetti, D., La Malva, P., Maiella, R., Cannito, L., ... & Di Domenico, A. (2021). Psychological factors and consumer behavior during the COVID-19 pandemic. PloS one, 16(8), e0256095. https://doi.org/10.1371/journal.pone.0256095
Elkington, J. (1997). Cannibals with forks: the triple bottom line for 21st century business. Capstone Publishing.
Felson, M., & Spaeth, J. (1978). Communitive structure and collaborative consumption. American Behavioral Scientist, 21(4), 614-624.
Godelnik, R. (2017). Millennials and the sharing economy: Lessons from a ‘buy nothing new, share everything month’ project. Envi-ronmental Innovation and Societal Transitions, 23, 40-52. https://doi.org/10.1016/j.eist.2017.02.002
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed, a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-152. https://doi.org/10.2753/MTP1069-6679190202
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Busi-ness Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203.
Hair, J. F., Sarstedt, M., & Ringle, C. M. (2019). Rethinking some of the rethinking of partial least squares. European Journal of Mar-keting. 53(4), 566-584. https://doi.org/10.1108/EJM-10-2018-0665.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New Challenges to International Marketing (pp. 277-319). Emerald Group Publishing Limited.
Hartl, B., Kamleitner, B., & Holub, S. (2020). Take me on a ride: The role of environmentalist identity for carpooling. Psychology & Marketing, 37(5), 663-676. https://doi.org/10.1002/mar.21340
Hartl, B., Hofmann, E., & Kirchler, E. (2016). Do we need rules for “what’s mine is yours”? Governance in collaborative consumption communities. Journal of Business Research, 69(8), 2756-2763. https://doi.org/10.1016/j.jbusres.2015.11.011.
Henten, A.H., & Windekilde, I.M. (2016). Transaction costs and the sharing economy. INFO, 18(1), 1-15. https://doi.org/10.1108/info-09-2015-0044
Hirsch, P.M., & Levin, D.Z. (1999). Umbrella advocates versus validity police: A life-cycle model. Organization Science, 10(2), 199–212. https://doi.org/10.1287/orsc.10.2.199
Hossain, M. (2020). Sharing economy: A comprehensive literature review. International Journal of Hospitality Management, 87, 102470. https://doi.org/10.1016/j.ijhm.2020.102470.
Hossain, M. (2021). The effect of the Covid-19 on sharing economy activities. Journal of Cleaner Production, 280, 124782. https://doi.org/10.1016/j.jclepro.2020.124782
Kadic-Maglajlic, S., Arslanagic-Kalajdzic, M., Micevski, M., Dlacic, J., & Zabkar, V. (2019). Being engaged is a good thing: understanding sustainable consumption behavior among young adults. Journal of Business Research, 104, 644-654. https://doi.org/10.1016/j.jbusres.2019.02.040
Küster, I., & Pascual, J.J. (2021). Non-monetary price perceived in e-peer-to peer accommodation. Airbnb guests’ perspective. Mana-gement Letters/Cuadernos de Gestión, 21(1), https://doi.org/103-113.10.5295/cdg.201290ik.
Laato, S., Islam, N., Farooq, A., & Dhir, A. (2020). Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus-organism-response approach. Journal of Retailing and Consumer Services, 57, 102-224. https://doi.org/10.1016/j.jretconser.2020.102224
Maner, J. K., & Gailliot, M. T. (2007). Altruism and egoism: Prosocial motivations for helping depend on relationship context. Euro-pean Journal of Social Psychology, 37(2), 347-358. https://doi.org/10.1002/ejsp.364
Mathios, A., Micklitz, H., Reisch, L., Thogersen, J., & Twigg-Flesner, C. (2020). Consumer policy in the age of COVID-19. Journal of Consumer Policy, 43, 433-435. https://doi.org/10.1007/s10603-020-09461-1
Mudaliar, P., McElroy, M., & Brenner, J. C. (2021). The futility and fatality of incremental action: Motivations and barriers among undergraduates for environmental action that matters. Journal of Environmental Studies and Sciences, 1-16. https://doi.org/10.1007/s13412-021-00705-1
Ouellette, J. A., & Wood, W. (1998). Habit and intention in everyday life: The multiple processes by which past behavior predicts future behavior. Psychological Bulletin, 124(1), 54-74. https://doi.org/10.1037/0033-2909.124.1.54
Parguel, B., Lunardo, R., & Benoit-Moreau, F. (2017). Sustainability of the sharing economy in question: When second-hand pe-er-to-peer platforms stimulate indulgent consumption. Technological Forecasting and Social Change, 125, 48-57. https://doi.org/10.1016/j.techfore.2017.03.029
Pero, M., Moretto, A., Bottani, E., & Bigliardi, B. (2017). Environmental collaboration for sustainability in the construction industry: an exploratory Study in Italy’. Sustainability, 9(1), 1-25. https://doi.org/10.3390/su9010125.
Richins, M. L. (2011). Materialism, transformation expectations, and spending: Implications for credit use. Journal of Public Policy & Marketing, 30(2), 141-156. https://doi.org/10.1509/jppm.30.2.141
Richins, M. L. (2013). When wanting is better than having: Materialism, transformation expectations, and product-evoked emotions in the purchase process. Journal of Consumer Research, 40(1), 1-18. https://doi.org/10.1086/669256
Santos, J., & Boote, J. (2003). A theoretical exploration and model of consumer expectations, post‐purchase affective states and affec-tive behaviour. Journal of Consumer Behaviour: An International Research Review, 3(2), 142-156. https://doi.org/10.1002/cb.129
Schor, J. (2014). Debating the sharing economy. Great Transition Initiative: Toward a transformative vision and praxis. http://www.greattransition.org/publication/debating-the-sharing-economy
Schor, J.B., Fitzmaurice, C.J. (2015). Collaborating and connecting the emergence of the sharing economy. In: Reisch, L., Thogersen, J. (Eds.), Handbook of Research on Sustainable Consumption. Edward Elgar.
Schwartz, S. H. (1968). Awareness of consequences and the influence of moral norms on interpersonal behavior. Sociometry, 31, 355-369. https://doi.org/10.2307/2786399
Schwartz, S. H. (1973). Normative explanations of helping behavior: A critique, proposal, and empirical test. Journal of Experimental Social Psychology, 9, 349-364. https://doi.org/10.1016/0022-1031(73)90071-1
Sheth, J. (2020). Impact of COVID-19 on consumer behavior: Will the old habits return or die? Journal of Business Research, 117, 280-283. https://doi.org/10.1016/j.jbusres.2020.05.059
Styvén, M. E, & Mariani, M. M. (2020). Understanding the intention to buy second hand clothing on sharing economy platforms: The influence of sustainability, distance from the consumption system, and economic motivations. Psychology & Marketing, 37(5), 724-739. https://doi.org/10.1002/mar.21334.
Varma, M. M., Chen, D., Lin, X. L., Aknin, L. B., & Hu, X. (2020, August 12). Prosocial behavior promotes positive emotion during the COVID-19 pandemic. https://doi.org/10.31234/osf.io/vdw2e
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Watson, R., & Popescu, G. H. (2021). Will the COVID-19 Pandemic lead to long-term consumer perceptions, behavioral intentions, and acquisition decisions?. Economics, Management and Financial Markets, 16(4), 70-83. https://doi.org/10.22381/emfm16420215
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