Does Your Personality Contribute? Relationships Between Personality Traits and Collaborative Consumption

Objective: this study aims to investigate the relationship between hierarchical personality traits and the intention to engage in collaborative consumption. Theoretical approach: to achieve this objective, the metatheoretical model of motivation and personality (3M model) was employed, offering a framework for segmenting personality traits hierarchically. Methods: the research is descriptive in nature, with data collected through a survey using scales adapted to the coworking context. Data analysis involved univariate and multivariate statistics, with structural equation modeling (SEM) used to test the hypothesized relationships. Results: the findings indicate that individuals exhibiting traits such as cost-saving, belief in the common good, social identity, and trust are more likely to express higher intentions to engage in collaborative consumption, particularly in coworking environments. Conclusions: understanding the personality traits of collaborative consumers can enhance segmentation strategies, benefiting communication and positioning efforts of companies targeting this market. Additionally, these findings contribute to the advancement of the state of the art on collaborative consumption behavior.