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The younger generation collaborative consumption adoption factors: Empirical evidence from the Russian market
Increased attention to the growth of collaborative consumption (CC) is primarily connected to rapid digital transformation and spread of information technology, in both developed and emerging markets. CC affects most areas of everyday life, changing transportation methods (Uber), short-term rent (Airbnb), ways of entertainment (Youtube), tasks (TaskRabbit), and financing (Kickstarter). As the younger generation representatives grew up in the era of social network and cyberspace, СС seems essential for them. The main objective of this study is to identify the typology of young customers based on their attitude to CC adoption factors in emerging markets, and specifically, the Russian market. The paper attempts to bridge the theoretical gaps by analyzing and systematizing different approaches to understanding the phenomenon of CC, considering the factors that affect СС of different generations. Based on the results of an online survey of 2038 Russian users, CC adoption factors for the younger generation have been identified. Based on the results of the online survey of 2038 Russian CC services users, seven factors of the CC adoption by the younger generation: difficulty of CC adoption, risk of fraud, economic and environmental benefits, hygienic issues, ownership as a status symbol, CC as a modern lifestyle, social norms, and approval of the reference group; and five clusters of the CC users have been identified.