Motivations and consequences of psychological ownership in rental commerce: evidence from the Gen Z consumers

Mark Ratilla, Sandeep Kumar Dey, Michael Adu Kwarteng and Miloslava Chovancova

International Journal of Electronic Marketing and Retailing, 2025, vol. 16, issue 4, 442-464

Abstract: Grounded on the psychological ownership (PO) theory and generational cohort theory, the study examines the motivations shaping the PO of rental commerce offerings among Generation Z consumers. Distinct from prior studies, the work also examines PO's behavioural consequences particularly on perceived misbehaviour intentions and sustainable consumption behaviour. An online scenario-based survey was deployed for data collection, involving 256 Gen Z consumers in the Philippines. Partial least squares structural equation modelling (PLS-SEM) technique was used for data analysis. The findings suggest that self-identity and the sense of belonging positively and significantly affect PO of rental commerce offerings. Meanwhile, PO positively and significantly affects perceived misbehaviour intentions and sustainable consumption behaviour. The study argues that there is a need to reinforce PO formation to curtail misbehaviour tendencies, instil a sense of responsibility to protect and care for leased products, and nurture sustainable consumption behaviour.

Keywords: consumer misbehaviour; psychological ownership; PO; rental commerce; sharing economy; sustainable consumption. (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijemre:v:16:y:2025:i:4:p:442-464

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