Impact of Consumer Environmental Consciousness on Consumer Perceived Value from Sharing Economy

Authors

  • Agne Gadeikiene Kaunas Unviersity of Technology, Lithuania
  • Asta Svarcaite Kaunas University of Technology

DOI:

https://doi.org/10.5755/j01.ee.32.4.28431

Keywords:

Sharing Economy, Sharing Platform, Environmental Consciousness, Consumer Perceived Value, Economic Value, Functional Value, Social Value, Emotional Value

Abstract

The intensive spread and the growth of the sharing economy challenge the sharing platforms to attract and retain consumers. Thus, a comprehensive understanding of consumers’ perceived value and marketing strategy oriented to value growth is becoming essential both from the scientific and practical point of view. However, in the scientific literature, the construct structure of consumer perceived value from sharing economy and the factors that determine it are not sufficiently explored. To fill this gap, this study aims to investigate consumer perceived value from sharing economy and explore how it is influenced by consumer environmental consciousness and consumer attitude towards sharing platforms. Based on the quantitative research findings, it was found that consumer environmental consciousness has a significant direct effect on attitude towards sharing economy platforms and directly influences consumer perceived social value. The results of this study confirm the mediating effect of the consumer attitude toward sharing platforms in the relationship between consumer environmental consciousness and consumer perceived economic, functional, emotional value from sharing economy.

Author Biographies

Agne Gadeikiene, Kaunas Unviersity of Technology, Lithuania

Agne Gadeikiene is Ph.D. in Social Sciences (Management), is an Associate Professor in Marketing at Kaunas University of Technology, School of Economics and Business; a researcher in the research group Sustainable Management. She has broad experience as a researcher in different national and international programs’ research and study projects. The main fields of her research interests are consumer behaviour, value co-creation, sustainable consumption, marketing digitalization, business models, and market research methodology. ORCID iD 0000-0001-7719-4980

Asta Svarcaite, Kaunas University of Technology

Asta Svarcaite is a Ph.D. student in Management at the Kaunas University of Technology (KTU). She is working as a Head of Administration in the Faculty of Mechanical Engineering and Design at the Kaunas University of Technology. Research interests are in consumer behavior, value co-creation, sustainable consumption, collaborative consumption, marketing digitalization. ORCID iD 0000-0001-7136-7916

Additional Files

Published

2021-10-28

Issue

Section

Articles