Understanding Consumers’ Collaborative Consumption Participation Intention in Malaysia: An Application of the Theory of Planned Behaviour Model

Abstract

The initial intention of practicing the collective way of consumption by the consumers was initiated by the idea of ethical consumption for those that yearned for social embeddedness with communal consciousness. Collaborative consumption is a new way of consumption practices beyond the less sustainable traditional linear consumption practices. This study examines the relative influence of consumers’ reasoned action variables of attitude, subjective norms, and perceived behavioral control on collaborative consumption by applying the theory of planned behavior The study framework also included consumers’ underlying values and beliefs of behavioural and control beliefs. A survey consisting of 249 samples size was collected and Partial Least Square regression (PLS-SEM) was employed to test the hypotheses. The results show that attitudes and perceived behavioural control are positive and significant in influencing collaborative consumption participation among Malaysian consumers. The behavioural belief of cost savings and community with others are found as consumers’ attitude belief underlying intention to consumer collectively. Consumers’ collaborative consumption intention is more influenced by economic motives than normative motives. Research paper Keywords: Collaborative Consumption; Theory of planned behaviour; Collaborative consumption; Malaysia Reference to this paper should be made as follows: Chuah, S. C., Huay, C. S., & Azman, F. B. (2022). Understanding Consumers’ Collaborative Consumption Participation Intention in Malaysia: An Application of the Theory of Planned Behaviour Model. Journal of Entrepreneurship, Business and Economics, 10(2S1), 1–27