20.500.12556/RUL-135703 Segmentation of collaborative consumption consumers social identity theory perspective 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. marketing consumption consumer behaviour cluster analysis collaborative consumption eco-consciousness prosumption segmentation social identity theory subjective norms trženje potrošnja vedenje potrošnikov true false true Angleški jezik Slovenski jezik Članek v reviji 2022-03-29 09:39:16 2022-03-29 10:05:40 2022-11-09 03:54:40 0000-00-00 00:00:00 2022 0 0 Str. 2445-2465 iss. 6 Vol. 46 2022 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 1470-6423 10.1111/ijcs.12798 100457731 Int_J_Consumer_Studies_-_2022_-_Ma_ecka_-_Segmentation_of_collaborative_consumption_consumers__Soci.pdf Int_J_Consumer_Studies_-_2022_-_Ma_ecka_-_Segmentation_of_collaborative_consumption_consumers__Soci.pdf 1 B8F5D88BCA306C09EA9D2D302D0D675D 4634b9a37bca3eebb2145057ce6eee9615134b5a12020f2c1f76e5c8ea86dd9e 28ef6994-5f3c-11ed-9c94-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=163816 https://onlinelibrary.wiley.com/doi/10.1111/ijcs.12798 0 97a82ae3-af34-11ec-8aca-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=154945 Ekonomska fakulteta 0 0 0