QUANTITATIVE ANALYSIS OF COLLABORATIVE CONSUMPTION: EXPLORING CONSCIOUS CONSUMPTION AMONG CAR SHARING USERS

In an era marked by constant flux and uncertainty, the rapid emergence of new business models driven by evolving consumption patterns and facilitated by internet-based communication underscores the imperative of continual reinvention for both enterprises and consumers. Innovation and creativity have become the lifeblood of modern societies. As consumer behavior research adapts to this shifting landscape, it increasingly accommodates novel forms and models of consumption, with collaborative consumption being a noteworthy newcomer—an evolving concept that remains relatively uncharted within academic circles (Silveira, Petrini, & Santos, 2012). The majority of studies on collaborative consumption have leaned toward theoretical exploration, typified by Belk's seminal work in 2014. Empirical investigations, when undertaken, have predominantly adopted qualitative approaches, exemplified by Bardhi and Eckhardt's 2012 research. This bias towards qualitative research can be attributed to its aptitude for theory development (Cooper & Schindler, 2011). However, the escalating interest in collaborative consumption necessitates a quantitative perspective that can scale the relationships uncovered to date. Such quantitative research is essential for advancing the existing theories in this field and for comprehensively mapping the intricate dynamics of collaborative consumption