Collaborative Consumption and Its Implication for Sustainable Consumption of Generation Z in Ukraine

This paper examines the phenomenon of collaborative consumption among Generation Z in Ukraine, focusing on its significance for sustainable consumption and the factors driving its popularity. In the context of increasing digitalization and environmental challenges, the authors analyze the extent to which young Ukrainians engage in the sharing economy and the motivations behind their choices. Special attention is given to the unique characteristics of Generation Z in Ukraine, who, unlike their Western peers, are marked by a strong sense of patriotism, greater social responsibility, and a desire for economic stability—factors influenced by the country’s challenging geopolitical situation. The study was conducted using an online survey (CAWI) with a sample of 292 respondents in 2024. The results indicate that 54.8% of the respondents show a propensity for collaborative consumption (PCC), with key motivators being convenience (90%), the need for social connections (70%), and environmental awareness (68%). Individuals inclined toward resource sharing tend to exhibit greater openness, loyalty, and innovativeness. However, the lack of significant differences in their broader sustainable consumption behaviors suggests that collaborative consumption is perceived primarily as a practical solution rather than a consciously pro-environmental strategy. These findings have important practical implications—companies should focus on building trust in sharing platforms, offering flexible pricing models, and emphasizing both financial savings and environmental benefits. Meanwhile, policymakers can support the growth of the sharing economy through regulations that foster innovation and educational campaigns promoting sustainable consumer behavior.