Materialism and the sharing economy: A cross-cultural study of American and Indian consumers
The global rise of the sharing economy has attracted widespread attention among managers, marketers and researchers as non-ownership modes of consumption are increasingly being adopted by consumers. Building on previous research that distinguishes non-ownership consumption programs, this article inv...
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| Published in | Journal of business research Vol. 82; pp. 364 - 372 |
|---|---|
| Main Authors | , , |
| Format | Journal Article |
| Language | English |
| Published |
Elsevier Inc
01.01.2018
Elsevier B.V |
| Subjects | |
| Online Access | Get full text |
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| Abstract | The global rise of the sharing economy has attracted widespread attention among managers, marketers and researchers as non-ownership modes of consumption are increasingly being adopted by consumers. Building on previous research that distinguishes non-ownership consumption programs, this article investigates the role of materialism in participation in sharing-based programs of the sharing economy cross culturally. Unlike previous research that stated that materialism is in contrast with sharing, this research shows that under certain circumstances, both in America and India, materialism will lead to greater participation in the sharing economy. However, the reason why is different for each culture. For Americans, this effect is expected to surface for programs that resemble sharing as they don't compete with ownership of products but rather encourage materialist consumers to seek out transformative and hedonic experiences that are expected to improve their self-image and well-being. For Indians, materialism will lead to participation in sharing-based programs through increased perceived utility. Managerial and theoretical implications are discussed. |
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| AbstractList | The global rise of the sharing economy has attracted widespread attention among managers, marketers and researchers as non-ownership modes of consumption are increasingly being adopted by consumers. Building on previous research that distinguishes non-ownership consumption programs, this article investigates the role of materialism in participation in sharing-based programs of the sharing economy cross culturally. Unlike previous research that stated that materialism is in contrast with sharing, this research shows that under certain circumstances, both in America and India, materialism will lead to greater participation in the sharing economy. However, the reason why is different for each culture. For Americans, this effect is expected to surface for programs that resemble sharing as they don't compete with ownership of products but rather encourage materialist consumers to seek out transformative and hedonic experiences that are expected to improve their self-image and well-being. For Indians, materialism will lead to participation in sharing-based programs through increased perceived utility. Managerial and theoretical implications are discussed. |
| Audience | Trade Academic |
| Author | Davidson, Alexander Habibi, Mohammad Reza Laroche, Michel |
| Author_xml | – sequence: 1 givenname: Alexander surname: Davidson fullname: Davidson, Alexander organization: Mike Ilitch School of Business, Wayne State University, Detroit, MI, United States – sequence: 2 givenname: Mohammad Reza surname: Habibi fullname: Habibi, Mohammad Reza email: mhabibi@fullerton.edu organization: Mihaylo College of Business and Economics, California State University, Fullerton, Fullerton, CA, United States – sequence: 3 givenname: Michel surname: Laroche fullname: Laroche, Michel email: Michel.laroche@concordia.ca organization: John Molson School of Business, Concordia University, 1455 de Maisonneuve West, Montreal, Quebec, Canada |
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