 Behavioural drivers of access-based consumption among millennial and generation Z in IndiaT. Ravikumar, M. Sriram, N. Prakash, G.M. Divakar and D. Halaswamy International Journal of Business Excellence, 2022, vol. 27, issue 2, 261-276 Abstract: The world of consumerism is very dynamic, and technology driven changes in the field of consumerism are unavoidable especially among new generation customers - millennial and generation Z. The customers, especially in urban areas, gradually move from ownership-based consumption to access-based consumption. The purpose of this study is to explore the behavioural drivers of new generation customers towards access-based consumption. The study is descriptive in nature and employed a survey method for data collection. The drivers identified are tested through a quantitative study and the primary data are collected using online questionnaires. The study has also analysed the impact of behavioural drivers on current usage of access-based consumption as well as on willingness to use access-based consumption in the future. The study has found that sustainability is the only driver that significantly motivates access-based consumption in Indian urban areas. Keywords: access-based consumption; ABC; sharing economy; collaborative consumption; behavioural drivers; millennial; generation Z; India; Bangalore. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbexc:v:27:y:2022:i:2:p:261-276 Access Statistics for this article More articles in International Journal of Business Excellence from Inderscience Enterprises Ltd |
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