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Dr Gregor Pfajfar

PhD, is an associate professor in the field of international business at School of Economics and Business, University of Ljubljana. His main area of research focuses on distribution channel conflicts and relationships in B2B markets, international marketing strategies, export performance and collaborative consumption. As a visiting professor he gave lectures at internationally high-ranked universities in England, Canada, Russia, Poland, Lithuania, Estonia and Croatia. He is a member of Marketing Association of Slovenia (DMS), Academy of International Business (AIB), Academy of Marketing Science (AMS), and European Marketing Academy (EMAC). He was a project leader or a team member for several applied projects in field of international business for selected international companies like P&G, IBM, BMW, Henkel, Gorenje, etc. His work was published in Industrial Marketing Management, International Marketing Review, Journal of Business and Industrial Marketing, Journal of East European Management Studies among others

 
DOI: 10.33226/1231-7853.2020.8.2
JEL: M31, D16, E21

The limited amount of research on collaborative consumption and its' different results suggest that the individual motivations for consumers' engagement are likely to be more complex and quite dissimilar to the motivation for participation in other social sharing initiatives. Except few studies on local community or environmental benefits, key motivators generating perceived utility for participants engaging in collaborative consumption were mostly connected with intrinsic benefits. In fact, researchers suggest that drivers for collaborative consumption seem to be broad and wideranging, from individual to social or even political ones. This study is a quantitative research on the influence of foregoing factors as components of perceived utility on collaborative consumption propensity.

Keywords: collaborative consumption; sharing economy; utility (konsumpcja kolaboratywna; gospodarka dzielenia się; użyteczność)