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Behavioural drivers of access-based consumption among millennial and generation Z in India

Author

Listed:
  • T. Ravikumar
  • M. Sriram
  • N. Prakash
  • G.M. Divakar
  • D. Halaswamy

Abstract

The world of consumerism is very dynamic, and technology driven changes in the field of consumerism are unavoidable especially among new generation customers - millennial and generation Z. The customers, especially in urban areas, gradually move from ownership-based consumption to access-based consumption. The purpose of this study is to explore the behavioural drivers of new generation customers towards access-based consumption. The study is descriptive in nature and employed a survey method for data collection. The drivers identified are tested through a quantitative study and the primary data are collected using online questionnaires. The study has also analysed the impact of behavioural drivers on current usage of access-based consumption as well as on willingness to use access-based consumption in the future. The study has found that sustainability is the only driver that significantly motivates access-based consumption in Indian urban areas.

Suggested Citation

  • T. Ravikumar & M. Sriram & N. Prakash & G.M. Divakar & D. Halaswamy, 2022. "Behavioural drivers of access-based consumption among millennial and generation Z in India," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 27(2), pages 261-276.
    • Handle: RePEc:ids:ijbexc:v:27:y:2022:i:2:p:261-276
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