Antecedents of Collaborative Consumption Tendency – Model

Abstract

The Antecedents of Collaborative Consumption Tendency Model (Aktan & Kethüda, 2024) is a specialized psychological instrument developed to investigate the key factors that influence the propensity of Generation Z consumers toward collaborative consumption behaviors. The theoretical foundation of the model is deeply rooted in established frameworks, specifically Self-Determination Theory and Construal-Level Theory, allowing for the comprehensive exploration of both psychological and environmental influences.

The questionnaire items were carefully adapted from seminal prior research (e.g., DeChano, 2006; Kim & Jin, 2020; Kim & Yoon, 2021). The scale was rigorously tested on a sample of Gen Z consumers residing in Turkey, where the results confirmed the robust factor structure, high internal reliability, and strong construct validity of the proposed measurement model.

Keywords

Collaborative Consumption Tendency, Collectivism, Construal-Level Theory, Environmental Literacy, Psychological Distance of Climate Change, Self-Determination Theory, Generation Z.

Authors

Murat Aktan, Önder Kethüda

Purpose

The primary purpose of this psychometric instrument is to systematically evaluate the various antecedents that drive or inhibit the tendency toward collaborative consumption among the Gen Z demographic group. Specifically, it aims to quantify the relative contributions of key variables—including Collectivism, Environmental Literacy, and Psychological Distance of Climate Change—on consumer behavior within the sharing economy context.

By identifying these specific antecedents, the model provides valuable insights for researchers, businesses operating in the sharing economy, and policymakers interested in promoting sustainable consumption patterns and understanding behavioral change within younger populations.

Construct

The central construct measured by the primary 20-item instrument is Collaborative Consumption Tendency. This construct reflects an individual’s inclination, willingness, or readiness to participate in activities related to the sharing economy, such as renting, lending, swapping, or sharing goods and services rather than engaging in traditional ownership.

The full theoretical model encompasses several factors hypothesized to influence this tendency: Collaborative Consumption Tendency (the dependent variable), Collectivism, Psychological Distance of Climate Change, and Environmental Literacy. These factors capture the complex interplay of social orientation, environmental concern, and knowledge that shapes modern consumption choices.

Validity

The validity of the measurement model was rigorously established through the assessment of both convergent and discriminant validity, ensuring that the constructs are accurately measured and distinct from one another.

• Convergent Validity: This was successfully confirmed, as the Average Variance Extracted (AVE) value for all latent constructs surpassed the generally accepted threshold of 0.50, indicating that the items within each construct converge strongly to measure the intended underlying concept.
• Discriminant Validity: This criterion was satisfied by comparing the square root of the AVE values to the inter-correlation values between the constructs. The square root of AVE was consistently higher than the corresponding inter-correlation values, ensuring that the constructs were empirically separate and distinct (Aktan & Anjam, 2022; Hair et al., 2014).

Reliability

The reliability analysis focused on internal consistency across all measured constructs, demonstrating high stability and coherence within the scale items.

Both Cronbach’s alpha and composite reliability (CR) values were calculated for all constructs featured in the model. The results indicated strong internal consistency, as these values consistently exceeded the acceptable threshold of 0.8. This high reliability confirms that the measurement items consistently assess the same latent traits.

Factor Analysis

A comprehensive two-step factor analysis approach was employed, including both Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA), to validate the underlying structure of the scale and the hypothesized relationships.

• Exploratory Factor Analysis (EFA): EFA was performed specifically on the Collaborative Consumption Tendency items. It identified a clear unidimensional structure for this construct, collectively explaining 64% of the total variance. Key metrics strongly supported this structure: factor loadings ranged impressively from 0.751 to 0.877; the Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy was 0.93; and Bartlett’s test of sphericity was highly statistically significant (χ2 = 2165.773, df = 28, p < .001).
• Common Method Bias: To address potential measurement inflation due to the self-report nature of the instrument, Harman’s single-factor test was applied. The analysis showed that a single factor accounted for only 29.41% of the total variance, falling substantially below the critical 50% threshold, thereby mitigating concerns regarding common method bias.
• Confirmatory Factor Analysis (CFA): The final CFA measurement model included three latent variables with 20 observed variables, plus Environmental Literacy treated as a single observed construct. The model fit indices demonstrated strong fit to the collected data, including: (χ2/df = 1.956; GFI = 0.929; AGFI = 0.909; NFI = 0.934; IFI = 0.967; CFI = 0.966; RMSEA = 0.046).

Instrument

Test Type: Inventory/Questionnaire

Format: Items are rated on a five-point Likert scale, where 1 represents strong disagreement and 5 represents strong agreement. The total instrument includes a 20-item measure for the core constructs, supplemented by 17 items dedicated to measuring Environmental Literacy.

Language Available: Turkish (Implied, as the study was conducted in Turkey).

Population Group: Human; Male; Female

Age Group: Adulthood (18+); Young Adulthood (18–29); Thirties (30–39)

Population Details: Respondents were specifically Generation Z Consumers located and surveyed in Turkey.

Test Methodology: Test Validity; Convergent Validity; Discriminant Validity; Test Reliability; Internal Consistency; Factor Analysis; Confirmatory Factor Analysis; Exploratory Factor Analysis; Measurement Model.

Keywords

Collaborative Consumption Tendency, Collectivism, Construal-Level Theory, EFA, CFA, Environmental Literacy, Psychological Distance of Climate Change, Self-Determination Theory, Gen Z, Consumer Behavior.

Authors

Author ORCID Identifier: Aktan, Murat: N/A; Kethüda, Önder: N/A

Affiliation Email addresses: Information not provided in source content.

Correspondence Address: Information not provided in source content.

Permissions & Fee and Test Year

The scale was developed and validated in 2024. Information regarding specific permissions required for use or associated fees is not provided in the primary reference material. As the study is published in the Journal of Consumer Behaviour, researchers should consult the journal’s policies or contact the original authors, Murat Aktan or Önder Kethüda, for details on usage rights and scale availability.

Reference’s

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

Aktan & Anjam, (2022). (Cited in Validity section)

Hair et al., (2014). (Cited in Validity section)

DeChano, (2006). (Cited as prior study reference)

Kim & Jin, (2020). (Cited as prior study reference)

Kim & Yoon, (2021). (Cited as prior study reference)

Items of the Antecedents of Collaborative Consumption Tendency–Model

IMPORTANT: The following scale items must be preserved in their original language and must not be changed in any way.

The specific items comprising the 20-item core measure and the 17-item environmental literacy subscale were not provided in the source content table. Researchers are advised to consult the published article for the full list of items: 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.