Segmentation of collaborative consumption consumers : social identity theory perspective

Małecka, Agnieszka (avtor), Mitręga, Maciej (avtor), Pfajfar, Gregor (avtor)

The aim of this study is to show how consumers' pursuit of social identity drives collaborative consumption. A survey conducted among active participants in various forms of collaborative consumption found four types of users with clearly distinguishable characteristics: Social Followers, Distrustful Prosumers, Doubtful Laggards and Traditional Spenders. We use social identity theory to explain why those users who engage in collaborative consumption because of sociability and seeking excitement are also highly environmentally conscious (Social Followers), while very frugal users show the least trust towards what collaborative consumption has to offer (Distrustful Prosumers). We observe favourable social identity for collaborative consumption in the Social Followers segment and unfavourable social identity in the Doubtful Laggards segment. Our findings suggest that social identity plays an important role in forming consumers’ intentions to participate in collaborative consumption. At the general level of collaborative consumption, our study confirms previous findings that social values outweigh environmental and economic values. However, this study contributes to the discussion and closes the research gap by explaining that each component may predominate depending on the type of collaborative consumption user.

• Jezik: Angleški jezik
• Ključne besede: marketing, consumption, consumer behaviour, cluster analysis, collaborative consumption, eco-consciousness, prosumption, segmentation, social identity theory, subjective norms
• Vrsta gradiva: Članek v reviji
• Tipologija: 1.01 - Izvirni znanstveni članek
• Organizacija: EF - Ekonomska fakulteta
• Status publikacije: Objavljeno
• Različica publikacije: Objavljena publikacija
• Leto izida: 2022
• Št. strani: Str. 2445-2465
• Številčenje: Vol. 46, iss. 6
• PID: 20.500.12556/RUL-135703
• UDK: 339.138
• ISSN pri članku: 1470-6423
• DOI: 10.1111/ijcs.12798
• COBISS.SI-ID: 100457731
• Datum objave v RUL: 29.03.2022

Gradivo je del revije

• Naslov: International journal of consumer studies
• Založnik: Wiley
• ISSN: 1470-6423
• COBISS.SI-ID: 4686409

Licence

• Licenca: CC BY 4.0, Creative Commons Priznanje avtorstva 4.0 Mednarodna
• Povezava: http://creativecommons.org/licenses/by/4.0/deed.sl
• Opis: To je standardna licenca Creative Commons, ki daje uporabnikom največ možnosti za nadaljnjo uporabo dela, pri čemer morajo navesti avtorja.

Sekundarni jezik

• Jezik: Slovenski jezik
• Ključne besede: trženje, potrošnja, vedenje potrošnikov

Projekti

• Financer: Drugi - Drug financer ali več financerjev
• Program financ.: Poland, National Science Centre, PRELUDIUM
• Številka projekta: 2016/23/N/HS4/03435

• Financer: ARRS - Agencija za raziskovalno dejavnost Republike Slovenije
• Številka projekta: P5-0177
• Naslov: Slovenija in njeni akterji v mednarodnih odnosih in evropskih integracijah