Using norm activation theory to understand intentions for collaborative consumption

Soha Abutaleb (), Noha El-Bassiouny () and Sara Hamed ()
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Soha Abutaleb: The Knowledge Hub Universities, Coventry University in Egypt
Noha El-Bassiouny: German University in Cairo
Sara Hamed: Marketing & Business Strategist at Twentepoort Logistiek

International Review on Public and Nonprofit Marketing, 2023, vol. 20, issue 1, No 10, 245-268

Abstract: Abstract The paper aims to investigate the impact of motivators and hinderers of collaborative consumption on intentions to use carpooling applications through using Norm Activation Theory. The motivators and hinderers are economic benefits, trust, environmental consciousness, Internet capability. It is a conclusive descriptive research. To verify the research model, a survey was conducted gathering results from 300 respondents within the millennials generation in Egypt. Results revealed that trust, economic benefits, personal norms and environmental consciousness significantly impact intentions to use carpooling applications, unlike Internet capability, awareness of consequences and ascription of responsibility. Full mediation effect of personal norms on the relationship between awareness of consequences, ascription of responsibility and intentions to use carpooling applications was found. The present study extends the Norm Activation Theory to include five predictors of collaborative consumption in an emerging market. It provides insights about the role of personal norms accompanied with the predictors of carpooling applications.

Keywords: Collaborative consumption; Norm activation theory; Sustainable transportation; Carpooling (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s12208-022-00339-1

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