Dominant Consumer Attitudes in the Sharing Economy—A Representative Study in Hungary

Gabriella Buda, Barbara Pethes and József Lehota
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Gabriella Buda: Faculty of Economics and Social Sciences, Szent István University, H-2100 Gödöllő, Hungary
Barbara Pethes: Department of Marketing, Corvinus University of Budapest, H-1093 Budapest, Hungary
József Lehota: Faculty of Economics and Social Sciences, Szent István University, H-2100 Gödöllő, Hungary

Resources, 2019, vol. 9, issue 1, 1-27

Abstract: As a result of the digital revolution, new business models are emerging, and one of the most dynamic is the sharing economy. In many cases, the strategic communication of sharing economy firms is linked to current socio-economic trends, such as digital innovation, consumers’ empowerment, experience gaining (instead of stock), environmental awareness, and community building. In our research (a nationwide representative sample of 3520), we aimed to determine how open the Hungarian population is toward sharing economy services. Furthermore, we explored the relationship between openness and consumers’ socio-demographic factors, attitudes related to the current consumer trends and Internet usage habits. As a result, we found that 38.4% of the Hungarian population is open toward sharing economy services. From a socio-demographic point of view, wealthy, metropolitan, family-oriented, educated, and younger people are more open toward sharing activities. In terms of consumer attitudes, people who take risks, like having a social life, are environmentally and health conscious, spend their leisure time actively, enjoy quality things, and have a positive attitude toward digitalization are more open to using the sharing economy services. As a final result of the regression modeling, we found that the examined consumer attitudes and Internet usage habits determine openness, but socio-demographic factors largely lose their significant effect, except for generation and wealth, in the case of the integrated model. Our results show that a well-defined and relatively large segment is open to the sharing economy, and sharing economy companies could target them directly to achieve a more sustainable environment.

Keywords: sharing economy; consumer behavior; consumer attitudes; sustainability (search for similar items in EconPapers)
JEL-codes: Q1 Q2 Q3 Q4 Q5 (search for similar items in EconPapers)
Date: 2019
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