IDEAS home Printed from https://ideas.repec.org/a/rfe/zbefri/v41y2023i2p521-548.html
   My bibliography  Save this article

Attitudes and behaviors of the young generations in the context of the sharing economy concept in Croatia

Author

Listed:
  • Maja Martinoviæ

    (Zagreb School of Economics and Management, Zagreb, Croatia)

  • Zoran Barac

    (Zagreb School of Economics and Management, Zagreb, Croatia)

  • Valentina Piriæ

    (Zagreb School of Economics and Management, Zagreb, Croatia)

Abstract

Due to the growing importance of new generations in upcoming market trends, attitudes, and behaviors of the young generation (Millennials and Z generation) towards the use of the sharing economy (SE) concept in Croatia were explored. The literature that connects SE and sustainability, and the Millennials and Z generation, with economic, social, technological, and environmental SE factors, was examined. A survey on a sample of 181 respondents was also conducted. The results present the attitudes of the young generation on SE factors, which SE concepts they use, and which they intend to use. Good command of new technologies, ratings and comments on the Internet are important. SE brings benefit to individuals and the economy and helps in preserving the environment. The biggest disadvantages of SE are pricing and socialization, while the advantage is accessibility. Those who use it least often have a significantly lower perception of the safety. The Z generation values influencer recommendations in SE usage more than Millennials. Also, younger participants, those who are more of a Z generation, had a lower perception that sharing helps in waste reduction. Booking.com and Uber are most often used, and apps for food delivery and skill sharing have the greatest perspective. This paper provides information about the attitudes, behaviors, and motivation of young people for using certain categories of SE, for both policymakers and managers of companies involved in SE businesses.

Suggested Citation

  • Maja Martinoviæ & Zoran Barac & Valentina Piriæ, 2023. "Attitudes and behaviors of the young generations in the context of the sharing economy concept in Croatia," Zbornik radova Ekonomskog fakulteta u Rijeci/Proceedings of Rijeka Faculty of Economics, University of Rijeka, Faculty of Economics and Business, vol. 41(2), pages 521-548.
    • Handle: RePEc:rfe:zbefri:v:41:y:2023:i:2:p:521-548
    as

    Download full text from publisher

    File URL: https://www.efri.uniri.hr/upload/06-Martinovic_et_al-2023-2.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Thomas G ALTURA & Yuki HASHIMOTO & Sanford M JACOBY & Kaoru KANAI & Kazuro SAGUCHI, 2021. "Japan Meets the Sharing Economy: Contending Frames," Social Science Japan Journal, University of Tokyo and Oxford University Press, vol. 24(1), pages 137-161.
    2. Martina Jelinkova & Libena Tetrevova & Jan Vavra & Simona Munzarova, 2021. "The Sharing Economy in the Context of Sustainable Development and Social Responsibility: The Example of the Czech Republic," Sustainability, MDPI, vol. 13(17), pages 1-18, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Izabela Jonek-Kowalska & Radosław Wolniak, 2022. "Sharing Economies’ Initiatives in Municipal Authorities’ Perspective: Research Evidence from Poland in the Context of Smart Cities’ Development," Sustainability, MDPI, vol. 14(4), pages 1-22, February.
    2. Anna Claudelin & Kaisa Tuominen & Susanna Vanhamäki, 2022. "Sustainability Perspectives of the Sharing Economy: Process of Creating a Library of Things in Finland," Sustainability, MDPI, vol. 14(11), pages 1-14, May.
    3. HASHIMOTO Yuki & KOMAE Kazutomo, 2021. "Paratransit Services for Efficiency: Examining the Potential for Taxis to be Included in Subsidized Market," Discussion papers 21074, Research Institute of Economy, Trade and Industry (RIETI).
    4. Ghulam Jilani & Guangqin Yang & Irfan Siddique, 2021. "Corporate Social Responsibility and Pro-Environmental Behavior of the Individuals from the Perspective of Protection Motivation Theory," Sustainability, MDPI, vol. 13(23), pages 1-20, December.
    5. Rebecka Lundgren & Riikka Kyrö & Tuuli Jylhä, 2022. "Access-Based Consumption in the Built Environment: Sharing Spaces," Sustainability, MDPI, vol. 14(9), pages 1-26, May.

    More about this item

    Keywords

    sharing economy; Croatia; Generation Z; Millennials; consumer behaviour;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rfe:zbefri:v:41:y:2023:i:2:p:521-548. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Danijela Ujcic (email available below). General contact details of provider: https://edirc.repec.org/data/efrijhr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.