Antecedents of Collaborative Consumption Tendency Model

1. Abstract

The Antecedents of Collaborative Consumption Tendency Model, formulated and validated by Murat Aktan and Önder Kethüda in 2024, represents an advanced psychometric instrument and structural measurement model designed to investigate the sociopsychological, environmental, and cultural determinants driving participation in the sharing economy among young consumers, specifically Generation Z. Grounded theoretically in Self-Determination Theory (SDT) and Construal-Level Theory (CLT), the instrument assesses how micro-level personal values and macro-level ecological orientations intersect to produce consumption tendencies that prioritize access over ownership. The measurement model encompasses a total of 37 survey items divided into two primary diagnostic components: a core 20-item psychometric battery measuring collaborative consumption tendency, collectivist cultural orientation, and the psychological distance of climate change, supplemented by a 17-item environmental literacy scale. Responses are captured via a balanced 5-point Likert scale ranging from 1 (“strongly disagree”) to 5 (“strongly agree”). Across empirical evaluations involving Turkish Generation Z cohorts, the scale demonstrated rigorous psychometric properties. Internal consistency was robust, with Cronbach’s alpha and composite reliability (CR) coefficients exceeding 0.80 across all constituent dimensions. Confirmatory factor analysis verified convergent validity with all average variance extracted (AVE) values surpassing 0.50, while discriminant validity was established using the Fornell-Larcker criterion. Structural and measurement model fit indices exhibited exemplary parameters (χ²/df = 1.956, GFI = 0.929, AGFI = 0.909, NFI = 0.934, IFI = 0.967, CFI = 0.966, RMSEA = 0.046). Consequently, the model offers an empirical framework for marketing scientists, behavioral economists, and sustainability researchers seeking to quantify sustainable consumption dynamics.

2. Keywords

Collaborative Consumption Tendency, Sharing Economy, Generation Z Consumers, Environmental Literacy, Psychological Distance of Climate Change, Collectivism, Construal-Level Theory, Self-Determination Theory, Sustainable Consumer Behavior, Psychometrics, Structural Equation Modeling, Pro-Environmental Behavior

3. Authors

The scale and structural model were conceptualized, statistically validated, and published by:

• Murat Aktan, Ph.D. — Department of Marketing and International Business, Faculty of Economics and Administrative Sciences. Scholar specializing in consumer psychology, green marketing paradigms, digital consumption practices, and behavioral modeling.
• Önder Kethüda, Ph.D. — Department of Marketing, Faculty of Economics and Administrative Sciences. Specialist in sustainable consumer behavior, brand perception, pro-environmental initiatives, and multivariate structural modeling.

Institutional affiliations and peer-reviewed documentation can be accessed through the primary publication in the Journal of Consumer Behaviour (Aktan & Kethüda, 2024).

4. Purpose

The primary purpose of the Antecedents of Collaborative Consumption Tendency Model is to provide a scientifically grounded, operationally validated psychometric instrument that deciphers the cognitive, affective, and normative antecedents governing young consumers’ inclinations to participate in collaborative consumption systems. Collaborative consumption—defined broadly as peer-to-peer or business-to-consumer resource exchange, redistribution, rental, or lending systems enabled by digital platforms—represents an essential paradigm shift away from traditional linear acquisition and hyper-individualistic ownership models. While prior literature predominantly focused on economic incentives (such as cost reduction) or functional utility, this scale addresses the critical need to quantify the latent psychological motivations, cognitive construals, ecological competencies, and cultural values that underpin non-ownership consumption.

In modern psychometric and behavioral research, Generation Z (individuals born roughly between the late 1990s and early 2010s) represents a demographic that simultaneously encounters acute climate anxiety and acts as early adopters of digitized sharing platforms (e.g., peer-to-peer apparel sharing, ridesharing, co-working, tool lending libraries). However, empirical consumer research has continuously observed an “attitude-behavior gap” or “green intention-action gap,” where individuals profess pro-environmental values but continue resource-depleting purchasing behaviors. The purpose of this model is to dissect this gap by measuring four interconnected latent dimensions: consumer tendency toward collaborative consumption, collectivist cultural orientation, perceived psychological distance of climate change, and cognitive/action-oriented environmental literacy.

From an applied research and clinical-behavioral perspective, the instrument serves multiple functions:

• Behavioral Intervention Design: Environmental psychologists and policy architects can utilize the scale to evaluate baseline psychological distance regarding ecological degradation, designing targeted public awareness campaigns that frame climate threats as proximate, immediate, and personally relevant.
• Market Segmentation and Platform Engineering: Commercial and social entrepreneurs in the sharing economy can administer the instrument to diagnose whether target user groups are driven primarily by intrinsic cultural collectivism, ecological literacy, or pragmatic access preferences, allowing user onboarding funnels and promotional strategies to be tailored accordingly.
• Cross-Cultural Comparative Research: Because collectivism versus individualism profoundly dictates attitudes toward shared property and shared communal spaces, the tool permits cross-cultural researchers to calibrate how cultural paradigms mediate resource-sharing adoption across emerging and industrialized markets.
• Empirical Assessment of Environmental Literacy: Rather than treating ecological awareness as a monolithic construct, the scale separates foundational knowledge from behavioral propensity, allowing educational institutions and NGOs to measure the pedagogical efficacy of sustainability curricula.

5. Psychological Construct

The Antecedents of Collaborative Consumption Tendency Model assesses a multi-layered psychological architecture comprising four major latent and manifest constructs. Each dimension represents a distinct facet of consumer decision-making and environmental psychology:

1. Collaborative Consumption Tendency (CCT)

Collaborative Consumption Tendency reflects an individual’s enduring behavioral propensity, psychological openness, and active preference toward participating in platform-mediated systems of sharing, swapping, renting, trading, and leasing goods and services in lieu of permanent personal ownership. Drawing from foundational conceptualizations by Rachel Botsman and Roo Rogers, this construct captures consumer alignment with collaborative lifestyles, product-service systems, and redistribution markets. Psychologically, high CCT scorers view exclusive ownership not as a badge of status, but as an unnecessary burden associated with high maintenance costs, depreciation, and spatial clutter. They derive experiential utility and social connectedness from transient access, displaying cognitive adaptability to platform-enabled trust architectures.

2. Collectivism

Derived from Hofstede’s cultural dimensions and Triandis’s individual-level cultural orientation framework, Collectivism measures the degree to which an individual subordinates personal goals to communal well-being, prioritizes in-group harmony, emphasizes interdependent self-construals, and perceives resource allocation through a lens of mutual benefit. In the context of collaborative consumption, collectivism serves as a socio-normative foundation. Consumers characterized by collectivist orientations are inherently more inclined to share assets, exhibit higher trust in peer communities, respect shared communal property, and view personal resource hoarding as socially suboptimal.

3. Psychological Distance of Climate Change (PDCC)

Rooted in Trope and Liberman’s Construal-Level Theory, the Psychological Distance of Climate Change quantifies the subjective mental proximity or distance an individual experiences regarding global ecological disruption across four fundamental psychological dimensions: temporal distance (when will climate impacts occur?), spatial distance (where will they occur?), social distance (to whom will they occur?), and hypothetical distance (how certain is it that they will occur?). When individuals score high in psychological distance, climate change is conceptualized as an abstract, far-off dilemma occurring in distant geographic regions to unfamiliar populations decades into the future. Conversely, low psychological distance (high proximity) implies concrete, visceral construals—viewing climate instability as an acute, local, and personally threatening emergency, which galvanizes immediate, low-impact consumption strategies such as collaborative resource sharing.

4. Environmental Literacy (EL)

Environmental Literacy represents an integrated, multi-attribute construct encompassing an individual’s factual understanding of ecological processes, cognitive comprehension of environmental degradation mechanisms, affective sensitivity toward the biosphere, and demonstrated practical competence to execute environmentally responsible choices. Adapted in part from DeChano’s environmental literacy assessments, this component moves beyond superficial green sentimentality. It evaluates whether consumers possess systemic comprehension of resource lifecycles, carbon footprints, energy depletion, and waste streams, translating empirical ecological knowledge into tangible lifestyle modifications.

6. Theoretical Framework

The theoretical architecture of the model integrates two prominent behavioral paradigms: Self-Determination Theory (SDT), formulated by Edward L. Deci and Richard M. Ryan, and Construal-Level Theory (CLT), developed by Yaacov Trope and Nira Liberman.

Self-Determination Theory provides the foundational underpinning for understanding internal versus external motivational orientations. SDT posits that human behavior is driven by an ongoing dialectic between intrinsic tendencies toward personal growth and external environmental conditions, organized around three basic psychological needs: autonomy (experiencing choice and volition), competence (feeling effective in interacting with the environment), and relatedness (feeling connected to and a sense of belonging with others). In Aktan and Kethüda’s model, collaborative consumption is conceptualized not merely as a rational economic calculation, but as an intrinsically and prosocially motivated behavior:

• Autonomy: Enabled through the flexibility of accessing diverse goods without long-term legal, financial, or spatial lock-in.
• Competence: Reinforced through environmental literacy; when consumers possess accurate ecological knowledge, their capacity to enact sustainable, resource-conserving choices enhances their perceived self-efficacy.
• Relatedness: Fueled by collectivist values and communal sharing networks, which foster perceived belonging within a broader social network of like-minded, responsible citizens.

Construal-Level Theory (CLT) elucidates the cognitive mechanisms governing how individuals mentally represent events that are removed from direct, immediate sensory experience. CLT asserts that the psychological distance of an object or event (spanning temporal, spatial, social, and hypothetical axes) systematically dictates whether it is mentally construed at a high, abstract level or a low, concrete level:

• High-Level Construals: When ecological threats are perceived as psychologically distant, they are encoded in decontextualized, abstract, superordinate terms (e.g., “climate change is unfortunate for polar bears in 2080”), which typically fail to trigger immediate compensatory consumer behaviors.
• Low-Level Construals: When psychological distance is minimized, climate change is encoded in localized, concrete, context-specific representations (e.g., “rising temperatures and local pollution are harming my community right now”). This concrete mental construal shifts behavioral intentions toward immediate behavioral adjustments, such as adopting shared mobility, renting apparel, and minimizing personal waste via collaborative platforms.

By synthesizing SDT and CLT, the model demonstrates that sustainable, non-ownership consumption occurs at the intersection of internalized prosocial motivations (collectivism and relatedness), cognitive empowerment (environmental literacy and competence), and psychological urgency (low psychological distance of environmental hazards).

7. Validity

The psychometric validity of the Antecedents of Collaborative Consumption Tendency Model was systematically evaluated using modern structural equation modeling (SEM) standards, multivariate normality screenings, and construct validation protocols across a sample of Generation Z consumers in Turkey.

Construct and Convergent Validity

To verify convergent validity, the researchers examined standardized factor loadings, item-to-construct correlations, and the Average Variance Extracted (AVE) for each latent variable, adhering to criteria established by Hair, Black, Babin, and Anderson (2014):

• Standardized item loadings across the latent dimensions exceeded the established cutoff of 0.70, ranging from 0.751 to 0.877, demonstrating that each manifest item shares substantial variance with its designated latent factor.
• The calculated Average Variance Extracted (AVE) for all latent constructs surpassed the recommended 0.50 threshold, confirming that each latent construct explains more than half of the variance in its associated indicator items rather than error variance.

Discriminant Validity

Discriminant validity was established using the classical Fornell and Larcker (1981) criterion. For every latent construct, the square root of the AVE was computed and juxtaposed against the inter-construct correlation coefficients between all paired combinations. In all instances, the square root of each construct’s AVE was substantially higher than its bivariate correlations with any other construct in the measurement model. This statistical separation verified that Collaborative Consumption Tendency, Collectivism, Psychological Distance of Climate Change, and Environmental Literacy represent conceptually and empirically distinct constructs without cross-construct multicollinearity.

Nomological and Predictive Validity

Nomological validity was demonstrated through structural path analysis. Path coefficients confirmed theoretically hypothesized relationships: Collectivist cultural values demonstrated a significant, positive direct effect on Collaborative Consumption Tendency; Environmental Literacy exhibited a robust positive association with pro-environmental sharing behaviors; and Psychological Distance of Climate Change showed an inverse relationship with collaborative consumption, verifying that reduced psychological distance stimulates active engagement in sharing platforms.

8. Reliability

The reliability of the measurement battery was evaluated through multiple complementary indices of internal consistency, ensuring the scale’s stability across observational trials.

The primary internal consistency estimates, computed using Cronbach’s alpha (α) and Composite Reliability (CR), yielded coefficients well above conventional psychometric benchmarks:

• Cronbach’s Alpha: All sub-dimensions and the unified collaborative consumption construct attained Cronbach’s alpha coefficients exceeding 0.80 (with individual factor alphas ranging from 0.82 to 0.91), significantly surpassing the standard acceptable threshold of 0.70 recommended for behavioral research inventories.
• Composite Reliability: Recognizing that Cronbach’s alpha may underestimate reliability under conditions of tau-equivalence violation, the authors calculated Composite Reliability (CR) values for each latent construct. All CR coefficients exceeded the 0.80 threshold (ranging between 0.84 and 0.92), demonstrating internal structural cohesiveness.

Item-total correlation coefficients were scrutinized, with all individual items exhibiting item-to-total correlations well above the 0.40 baseline. Corrected item iterations confirmed that the deletion of any single indicator would not yield an increase in overall composite reliability, confirming the structural efficiency and internal stability of the test items.

9. Factor Analysis

The factorial validity and latent dimensionality of the model were substantiated through a sequential exploratory and confirmatory factor analytic approach, supplemented by rigorous diagnostic testing for common method variance.

Exploratory Factor Analysis (EFA)

An exploratory factor analysis was initially conducted on the core Collaborative Consumption Tendency construct to determine its underlying dimensionality. Statistical prerequisites for factor analysis yielded outstanding values:

• The Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy reached 0.93, indicating exceptional data suitability for factor extraction.
• Bartlett’s Test of Sphericity was highly significant (χ² = 2165.773, df = 28, p < .001), rejecting the identity matrix null hypothesis.
• EFA identified a clear unidimensional structure for the collaborative consumption tendency latent dimension, which accounted for 64.0% of the total explained variance. Individual standardized factor loadings ranged tightly between 0.751 and 0.877, indicating uniform indicator strength.

Common Method Bias Diagnostic

Given that data were acquired via self-report questionnaires administered electronically, the researchers performed Harman’s single-factor test to assess potential common method variance (CMV). Unrotated exploratory factor analysis containing all observed variables demonstrated that the largest single extracting factor accounted for only 29.41% of the total variance. Because this figure falls well below the standard 50% critical threshold, common method bias was established as not representing a threat to the validity of the empirical findings.

Confirmatory Factor Analysis (CFA)

A comprehensive Confirmatory Factor Analysis was subsequently executed using maximum likelihood estimation. The structural measurement model included three multi-item latent variables encompassing 20 observed indicators (Collaborative Consumption Tendency, Collectivism, Psychological Distance of Climate Change) alongside Environmental Literacy modeled as a standardized observed construct (derived from its 17 constituent indicators). The empirical fit indices showed an excellent fit to the observed data:

10. Instrument / Measurement Tool

The Antecedents of Collaborative Consumption Tendency inventory is administered as a structured, self-report psychological survey designed for digital or paper-and-pencil completion. The technical attributes of the test battery are detailed below:

• Instrument Type: Psychometric Self-Report Inventory / Structural Measurement Battery
• Target Demographics: Young adults, Generation Z consumers, university cohorts, and general consumer segments (aged 18 to 39 years).
• Administration Format: Computer-assisted self-interviewing (CASI), online surveys, or proctored classroom evaluations.
• Total Item Count: 37 items total, comprising:
  • 20 core model items (Collaborative Consumption Tendency, Collectivism, Psychological Distance of Climate Change).
  • 17 environmental literacy items (ecological awareness, ecological concern, and environmental responsibility).
• Response Anchor: Uniform 5-point Likert scale:
  • 1 = Strongly Disagree
  • 2 = Disagree
  • 3 = Neither Agree nor Disagree (Neutral)
  • 4 = Agree
  • 5 = Strongly Agree
• Scoring and Computational Rules:
  • Subscale composite scores are calculated either by computing the unweighted arithmetic mean across designated indicator items or by computing latent factor scores using regression imputation derived from CFA path weights.
  • Negatively keyed items (e.g., items reflecting psychological proximity phrased within a distance scale) must be reverse-scored prior to composite aggregation (Formula: Score_reversed = 6 – Score_original).
  • Higher aggregate scores on the Collaborative Consumption Tendency subscale denote a higher propensity toward non-ownership access systems.
  • Higher scores on the Collectivism scale reflect stronger interdependent communal values.
  • Higher scores on the Psychological Distance scale reflect higher perceived detachment from climate crises, whereas lower scores denote acute climate proximity.
  • Higher scores across Environmental Literacy indicate advanced ecological knowledge and sustainable competence.

11. Permissions & Fee and Test Year

The scale was developed and published in 2024 by Murat Aktan and Önder Kethüda. The foundational validation study was published in the peer-reviewed scientific journal Journal of Consumer Behaviour by John Wiley & Sons Ltd.

• Intellectual Property & Copyright: The structural model, conceptual framework, and underlying scientific publication are copyrighted by the authors and the publisher (John Wiley & Sons Ltd.).
• Academic and Non-Commercial Research Usage: The instrument is accessible for scholarly, academic, educational, and non-commercial scientific research purposes under customary fair use practices, contingent upon proper bibliographic citation of the original 2024 source publication.
• Commercial Applications: Commercial deployment, proprietary consulting applications, integration into monetized market research platforms, or unauthorized republication of the complete item battery requires explicit written copyright clearance and licensing permissions from John Wiley & Sons Ltd. and the original authors.

12. References

The theoretical and empirical foundations of this measurement tool are documented across the following peer-reviewed publications:

• Aktan, M., & Anjam, M. (2022). Exploring the impact of brand love and social media marketing on green purchase intentions: The moderating role of environmental consciousness. Environmental Science and Pollution Research, 29(45), 68234–68248. https://doi.org/10.1007/s11356-022-20657-3
• Aktan, M., & Kethüda, Ö. (2024). The role of environmental literacy, psychological distance of climate change, and collectivism on generation Z’s collaborative consumption tendency. Journal of Consumer Behaviour, 23(1), 126–140. https://doi.org/10.1002/cb.2159
• Botsman, R., & Rogers, R. (2010). What’s mine is yours: The rise of collaborative consumption. HarperBusiness.
• DeChano, L. M. (2006). A multi-country examination of secondary student environmental knowledge and attitude. International Research in Geographical and Environmental Education, 15(1), 15–28. https://doi.org/10.2167/irgee185.0
• Deci, E. L., & Ryan, R. M. (2000). The “what” and “why” of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11(4), 227–268. https://doi.org/10.1207/S15327965PLI1104_01
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis (7th ed.). Pearson Education.
• Kim, N. L., & Jin, B. E. (2020). Collaborative consumption of fashion products: The role of perceived value and risk. Journal of Fashion Marketing and Management, 24(1), 47–65. https://doi.org/10.1108/JFMM-03-2019-0046
• Kim, Y. J., & Yoon, H. J. (2021). The impact of collectivism and psychological distance on pro-environmental consumer behavior. Sustainability, 13(11), 6042. https://doi.org/10.3390/su13116042
• Trope, Y., & Liberman, N. (2010). Construal-level theory of psychological distance. Psychological Review, 117(2), 440–463. https://doi.org/10.1037/a0018963

13. Items of the Scale