Predicting collaborative consumption behaviour: a meta-analytic path analysis on the theory of planned behaviour

Abstract

Purpose

Collaborative consumption (CC), a unique business model, provides several monetary and non-monetary benefits to customers. Several adapted theory of planned behaviour (TPB)-based models were developed and tested to understand this consumption behaviour with the findings inconsistent and fragmented. Thus, this study aims to develop a general and consistent TPB model using a meta-analytic path analysis to better understand customers’ CC adoption behaviour.

Design/methodology/approach

Using 37 studies, a meta-analysis was performed adopting several analytical methods; bivariate analysis, moderation analysis and path analysis.

Findings

The universal TPB model shows that factors, that is, trust, attitude, perceived environmental responsibility and communication facilities, drive both perceived usefulness and CC. However, subjective norms, such as perceived behavioural control and emotional value, drive only perceived usefulness. Moderation analysis shows that the relationships between variables used in the proposed TPB model tends to vary depending on five moderators, that is, countries’ economic development level, type of CC, sample size, sample type and survey administration method.

Research limitations/implications

The consideration of only quantitative papers and papers written in English language in this meta-analysis may bias the study’s findings.

Practical implications

Based on the findings regarding important factors that consumers consider when adopting CC, this study provides insightful recommendations to companies facilitating CC.

Originality/value

By developing the universal TPB model, this study theoretically contributes to the TPB model, and by conducting the moderation test, the study contextually contributes to the TPB literature in the CC context.

Citation

Ashaduzzaman, M., Jebarajakirthy, C., Weaven, S.K., Maseeh, H.I., Das, M. and Pentecost, R. (2022), "Predicting collaborative consumption behaviour: a meta-analytic path analysis on the theory of planned behaviour", European Journal of Marketing, Vol. 56 No. 4, pp. 968-1013. https://doi.org/10.1108/EJM-07-2020-0563