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Using norm activation theory to understand intentions for collaborative consumption

Author

Listed:
  • Soha Abutaleb

    (The Knowledge Hub Universities, Coventry University in Egypt)

  • Noha El-Bassiouny

    (German University in Cairo)

  • Sara Hamed

    (Marketing & Business Strategist at Twentepoort Logistiek)

Abstract

The paper aims to investigate the impact of motivators and hinderers of collaborative consumption on intentions to use carpooling applications through using Norm Activation Theory. The motivators and hinderers are economic benefits, trust, environmental consciousness, Internet capability. It is a conclusive descriptive research. To verify the research model, a survey was conducted gathering results from 300 respondents within the millennials generation in Egypt. Results revealed that trust, economic benefits, personal norms and environmental consciousness significantly impact intentions to use carpooling applications, unlike Internet capability, awareness of consequences and ascription of responsibility. Full mediation effect of personal norms on the relationship between awareness of consequences, ascription of responsibility and intentions to use carpooling applications was found. The present study extends the Norm Activation Theory to include five predictors of collaborative consumption in an emerging market. It provides insights about the role of personal norms accompanied with the predictors of carpooling applications.

Suggested Citation

  • Soha Abutaleb & Noha El-Bassiouny & Sara Hamed, 2023. "Using norm activation theory to understand intentions for collaborative consumption," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 245-268, March.
    • Handle: RePEc:spr:irpnmk:v:20:y:2023:i:1:d:10.1007_s12208-022-00339-1
    DOI: 10.1007/s12208-022-00339-1
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