• Pavel Pelech Technical University of Liberec, Faculty of Economics, Department of Marketing and Trade




generation X, generation Y, generation Z, motivation factors, sharing economy


The sharing economy is a trend that is catching the attention of people and companies all over the world. It is expected to replace the traditional model of buying and selling into sharing. However, there is a lack of literature focusing on the relationship between motivational factors and the attitudes of different generations towards the sharing economy and on the type of products different generations are willing to share in a sharing economy. This paper aims to fill this knowledge gap and examine these relevant variables together. With a sample size of 741, the study focuses on the three generations: X, Y, and Z. It was conducted from December 2021 to March 2022. The non-parametric Kruskal-Wallis test and descriptive statistics were used to analyse the collected data. The results of the study revealed that the respondents from different generations are willing to share different assets. Except for only two asset groups, the willingness to share these assets does not depend on the generation of the respondents. The research also indicated that the respondents across different generation have the same motivating factors for participation in the sharing economy. The findings of the study offer valuable insights for the platforms facilitating sharing of unused assets. It will help them to target their marketing communications effectively. Simultaneously, these findings will enhance the theoretical knowledge about the sharing economy with factual information that links it to marketing, as marketing literature concerning the sharing economy is still in its infancy.


Akbar, P., & Hoffmann, S. (2018). Under which circumstances do consumers choose a product service system (PSS)? consumer benefits and costs of sharing in PSS. Journal of Cleaner Production, 201, 416–427. https://doi.org/10.1016/j.jclepro.2018.08.010.

Angelovska, J., Čeh Časni, A., & Lutz, C. (2020). Turning Consumers Into Provieders in the Sharing Economy: Exploring the Impact of Demographics and Motives. Ekonomska misao i praksa, 29(1), 79-100. Retrieved from https://hrcak.srce.hr/239585.

Bardhi, F. & Eckhardt, G. M. (2012). Access-based consumption: The case of car sharing. Journal of Consumer Research, 39(4), 881-898.

Black, K. (2019). Business Statistics. Hoboken: John Wiley & Sons.

Dimock, M. (2019). Defining generations: Where millennials end and generation Z begins. Pew Research Center. Retrieved February 24, 2022, from https://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-end-and-generation-z-begins/.

Eckhardt, G. M., Houston, M. B., Jiang, B., Lamberton, C., Rindfleisch, A., & Zervas, G. (2019). Marketing in the Sharing Economy. Journal of Marketing, 83(5), 5–27. https://doi.org/10.1177/0022242919861929.

European Commission (2016). A European agenda for the collaborative economy. European Commission, Brussels, 6 June 2016. Retrieved from https://eurlex.europa.eu/legal-content/EN/TXT/?uri=COM%3A2016%3A356%3AFIN.

Geissinger, A., Laurell, C., Öberg, C., & Sandström, C. (2019). How sustainable is the sharing economy? on the sustainability connotations of sharing economy platforms. Journal of Cleaner Production, 206, 419–429. https://doi.org/10.1016/j.jclepro.2018.09.196

Grubor, A. (2013). Marketing aspects of socially responsible business. Strategic Management, 18(3), 30-36.

Gurven, M. (2006). The Evolution of Contingent Cooperation. Current Anthropology, 47(1), 185–192. https://doi.org/10.1086/499552.

Hamari, J., Sjöklint, M. and Ukkonen, A. (2016), The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, 67,2047-2059. https://doi.org/10.1002/asi.23552.

Hawlitschek, F., Teubner, T., & Gimpel, H. (2018). Consumer motives for peer-to-peer sharing. Journal of Cleaner Production, 204, 144–157. https://doi.org/10.1016/j.jclepro.2018.08.326.

Heinrichs, H. (2013). Sharing economy: A potential new pathway to sustainability. GAIA - Ecological Perspectives for Science and Society, 22(4), 228–231. https://doi.org/10.14512/gaia.22.4.5.

Helm, S., Serido, J., Ahn, S. Y., Ligon, V., & Shim, S. (2019). Materialist values, financial and pro-environmental behaviors, and well-being. Young Consumers, 20(4), 264–284. https://doi.org/10.1108/yc-10-2018-0867.

Huang, S.-L., & Kuo, S.-Y. (2020). Understanding why people share in the sharing economy. Online Information Review, 44(4), 805–825. https://doi.org/10.1108/oir-03-2017-0073

Chi, M., George, J. F., Huang, R., & Wang, P. (2020). Unraveling sustainable behaviors in the sharing economy: An empirical study of bicycle-sharing in China. Journal of Cleaner Production, 260, 120962. https://doi.org/10.1016/j.jclepro.2020.120962.

Khalil, S., Ismail, A., & Ghalwash, S. (2021). The rise of sustainable consumerism: Evidence from the egyptian generation Z. Sustainability, 13(24), 13804. https://doi.org/10.3390/su132413804.

Kim, N. L., & Jin, B. E. (2019). Why buy new when one can share? exploring collaborative consumption motivations for consumer goods. International Journal of Consumer Studies, 44(2), 122–130. https://doi.org/10.1111/ijcs.12551.

Kozlenkova, I. V., Lee, J. Y., Xiang, D., & Palmatier, R. W. (2021). Sharing economy: International marketing strategies. Journal of International Business Studies, 52(8), 1445–1473. https://doi.org/10.1057/s41267-020-00393-z.

Liu, X. & Chen, H. (2020). Sharing economy: promote its potential to sustainability by regulation. Sustainability, 12(3), 919.

Mašín, P. (2020). Procesní management. Vysoká škola ekonomie a managementu.

Matharu, M., Jain, R., & Kamboj, S. (2020). Understanding the impact of lifestyle on sustainable consumption behavior: A sharing economy perspective. Management of Environmental Quality: An International Journal, 32(1), 20–40. https://doi.org/10.1108/meq-02-2020-0036.

Milanova, V. & Maas, P.(2017). Sharing intangibles: Uncovering individual motives for engagement in a sharing service setting. Journal of Business Research, 75, 159–171. https://doi.org/10.1016/j.jbusres.2017.02.002.

Mittendorf, C. (2018). Collaborative consumption: The role of familiarity and trust among millennials. Journal of Consumer Marketing, 35(4), 377–391. https://doi.org/10.1108/jcm-12-2016-2040.

Noor, M. N. M., Jumain, R. S. A., Yusof, A., Ahmat, M. A. H., & Kamaruzaman, I. F. (2017). Determinants of generation Z green purchase decision: A SEM-PLS approach. International Journal of Advanced and Applied Sciences, 4(11), 143–147. https://doi.org/10.21833/ijaas.2017.011.023.

OECD (2016). Protecting consumers in peer platform markets: Exploring the issues. OECD Digital Economy Papers, 253. Retrieved from https://www.oecdilibrary.org/science-and-technology/protecting-consumers-in-peer-platformmarkets_5jlwvz39m1zw-en.

Pavlík, M. (2020). Regiony Budoucnosti: Spolupráce, bezpečí, efektivita: Grada Publishing.

Prusa, P. & Sadílek, T. (2019). Green consumer behavior: The case of Czech consumers of generation Y. Social Marketing Quarterly, 25(4), 243–255. https://doi.org/10.1177/1524500419881783.

Ratia, C. (2019). Bez odpadu. Praha: Albatros Media.

Rosenstein, L. D. (2019). Research Design and Analysis. Hoboken: John Wiley & Sons.

Seretny, M. & Seretny, A.(2012). Sustainable marketing - A new era in the responsible marketing development. Foundations of Management, 4(2), 63–76. https://doi.org/10.2478/fman-2013-0011.

Schor, J. B. & & Fitzmaurice, C. J. (2015). Collaborating and connecting: The emergence of the sharing economy. Handbook of Research on Sustainable Consumption, 410–425. https://doi.org/10.4337/9781783471270.00039.




How to Cite

Pelech, P. (2022). A THREE GENERATIONAL STUDY OF PRODUCT PREFERENCE AND MOTIVATIONS TO PARTICIPATE IN THE SHARING ECONOMY . Proceedings of CBU in Economics and Business, 3, 57-63. https://doi.org/10.12955/peb.v3.293
صندلی اداری سرور مجازی ایران Decentralized Exchange
فروشگاه اینترنتی صندلی اداری جوراب افزایش قد ژل افزایش قد