Investigating the impacts of personality traits on collaborative consumption intention of luxury fashion products among middle-aged women

Main Article Content

Christian Rodil Navia
Rushikesh Ulhas Khire
Maurice Lyver


Collaborative consumption (CC) refers to the shared use of products or services in order to save costs and redistribute resources in a more sustainable way among the different agents participating in sharing economies. With the rapid popularity of CC in recent years, more and more academic research has been carried out on CC, but research exploring the impact of personality traits on consumer behavior is largely limited. To our best knowledge, existing research fails to explore CC applied to the luxury apparel context. Consequently, this study aims to investigate the impact of consumer personality traits on their attitudes and intention toward CC of luxury fashion products. This study draws a framework based on the theory of planned behavior (TPB) model introducing key personality traits, particularly, materialism, fashion leadership, and need for uniqueness as CC attitude and CC intention predictors. This research uses PLS-SEM technique to analyze the data collected through a questionnaire administered to middle-aged Spanish women. The results indicate that fashion leadership had a positive influence on attitude toward CC and CC intention. Secondly, we found that consumer need for uniqueness significantly influenced attitude but had no significant impact on intention. Materialism on the other hand did not display a significant relationship with either CC attitude or intention. By contrast, attitude towards CC was determined to have a strong positive influence on CC intention. We believe that the findings as well as the proposed research model can be helpful to managers when developing CC based business models and valuable to academics in developing related theories.


Download data is not yet available.


Metrics Loading ...

Article Details



Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.

Akbar, P. M. (2016). When do materialistic consumers join commercial sharing systems. Journal of Business Research, 69(10), 4215-4224.

Amaro, S., & Andreu, L. (2019). Millenials' intentions to book on Airbnb. Current Issues in Tourism, 22(18), 2284-2298.

Asshidin, N. H. N., Abidin, N., & Borhan, H. B. (2016). Consumer attitude and uniqueness towards international products. Procedia Economics and Finance, 35, 632-638.

Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 36(3), 421-458.

Bardhi, F., & Eckhardt, G. M. (2012). Access-based consumption: The case of car sharing. Journal of Consumer Research, 39(4), 881-898.

Barnes, S. J., & Mattson, J. (2017). Understanding collaborative consumption: Test of a theoretical model. Technological Forecasting and Social Change, 118, 281-292.

Barnes, S. J., & Mattsson, J. (2016). Understanding current and future issues in collaborative consumption: A four-stage Delphi study. Technological Forecasting and Social Change, 104, 200-211.

Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9(2), 183-194.

Belk, R. (1984). Three scales to measure constructs related to materialism: Reliability, validity, and relationships to measures of happiness. ACR Advances in Consumer Research, 11, 291-297.

Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67, 1595-1600.

Benoit, S. B., Baker, T. L., Bolton, R. N., Thorsten, G., & Kandampully, J. (2017). A triadic framework for collaborative consumption (CC).: Motives, activities and resources & capabilities of actors. Journal of Business Research, 79, 2019-227.

Bian, Q., & Forsythe, S. (2012). Purchase intention for luxury brands: A cross cultural comparison. Journal of Business Research, 65(10), 1443-1451.

Böcker, L., & Meelen, T. (2017). Sharing for people, planet or profit? Analysing motivations for intended sharing economy participation. Environmental Innovation and Societal Transitions, 23, 28-39.

Botsman, R., & Rogers, R. (2010). What's mine is yours: The rise of collaborative consumption, 1 ed, New York: HarperCollin publishers.

Davidson, A., Habibi, M. R., & Laroche, M. (2018). Materialism and the sharing economy: A cross-cultural study of American and Indian consumers. Journal of Business Research, 82, 364-372.

Dubois, B. L., & Laurents, G. (1993). Is there a Euro consumer for luxury good? European Advances in Consumer Research, 1, 58-89.

Ertz, M., Durif, F., & Arcand, M. (2016). Collaborative consumption or the rise of the two-sided consumer. International Journal of Business and Management, 4(6), 195-209.

Felson, M., &Spaeth, J. L. (1978). Community structure and collaborative consumption. American Behavioral Scientist, 21(4), 614-624.

Fornell, C. D., &Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50.

Gbadamosi, A. (2013). Principles of marketing: A value-based approach, London: Palgrave Macmillan.

Gentina, E., Butori, R., & Heath, T. B. (2014). Unique but integrated: The role of individuation and assimilation processes in teen opinion leadership. Journal of Business Research, 67(2), 83-91.

Goldsmith, R. E., Heitmeyer, J. R., & Freiden, J. B. (1991). Social values and fashion leadership. Clothing and Textiles Research Journal, 10(1), 37-45.

Goldsmith, R. E., Flynn, L. R., & Clark, R. A. (2012). Materialistic, brand engaged and status consuming consumers and clothing behaviors. Journal of Fashion Marketing and Management, 16(1), 102-119.

Goldsmith, R. E., Flynn, L. R., & Moore, M. A. (1996). The self-concept of Fashion Leaders. Clothing and Textiles Research Journal, 14(4), 242-248.

Görög, G. (2018). The definitions of sharing economy: A systematic literature review. Management, 13(2), 175-189.

Gutman, J., & Mills, M. K. (1982). Fashion life style, selfconcept, shopping orientation, and store patronage: An integrative analysis. Journal of Retailing, 58, 64-86.

Hamari, J. S., Sjöklint, M., & Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, 67(9), 2047-2059.

Hansen, V. (2017). 8 Wardrobe Essentials for Women In Leadership. Available:

Hartl, B. H., Hofmann, E., & Kirchler, E. (2016). Do we need rules for “what's mine is yours”? Governance in collaborative consumption communities. Journal of Business Research, 69, 2756-2763.

Hawley, A. (1950). Human ecology: A theory of community structure, 1 ed. New York: Ronald Press Co.

Helm, S., & Subramaniam, B. (2019). Exploring Socio-Cognitive Mindfulness in the Context of Sustainable Consumption. Sustainability, 11(13), 3692.

Hwang, F., & Griffiths, J. (2017). Share more, drive less: Millennials value perception and behavioral intent in using collaborative consumption services. Journal of Consumer Marketing, 34(2), 132-146.

Johnson, K. K. P., Mum, J. M., & Chae, Y. (2016). Antecedents to Internet use to collaboratively consume apparel. Journal of Fashion Marketing and Management, 20(4), 370-382.

Kang, J., & Park-Poaps, H. (2010). Hedonic and utilitarian shopping motivations of fashion leadership. Journal of Fashion Marketing and Management, 14(2), 312-328.

Kim, J., Yoon, Y., & Zo, H. (2015). Why People Participate in the Sharing Economy: A Social Exchange Perspective. In: Pacific Asia Conference on Information Systems, 76, Singapore, Proceedings PACIS, 2015. Available:

Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of e-Collaboration, 11(4), 1-10.

Lang, C., & Armstrong, C. M. J. (2015). What's Mine is Yours: Does Fashion Leadership Impede Clothing Renting and Swapping?. In: INTERNATIONAL TEXTILE and APPAREL ASSOCIATION ANNUAL CONFERENCE, 84, Santa Fe, Proceedings ITAA, 2015. Available:

Lang, C., & Armstrong, C. M. J. (2018). Collaborative consumption: The influence of fashion leadership, need for uniqueness, and materialism on female consumers’ adoption of clothing renting and swapping. Sustainable Production and Consumption, 1(3), 37-47.

Lindblom, A. L., Lindblom, T., & Wechtler, H. (2018). Collaborative consumption as C2C trading: Analyzing the effects of T materialism and price consciousness. Journal of Retailing and Consumer Services, 44, 244-252.

Mainolfi, G. (2019). Exploring materialistic bandwagon behaviour in online fashion consumption: A survey of Chinese luxury consumers. Journal of Business Research, Article in press.

Moeller, S., & Wittkowski, K. (2010). The burdens of ownership: Reasons for preferring renting. Journal of Service Theory and Practice, 20(2), 176-191.

Möhlmann, M. (2015). Collaborative consumption: determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behavior, 14(3), 193-207.

Nielsen (2014). Is sharing the new buying? Reputation and trust are emerging as new currencies. New York, NY: Nielsen. Available:

Ozanne, L. L., & Ballantine, P. W. (2010). Sharing as a form of anti‐consumption? An examination of toy library users. Journal of Consumer Behaviour, 9(6), 485-498.

Palos-Sánchez, P. R., & Correia, M. (2018). The collaborative economy based analysis of demand: Study of airbnb case in Spain and Portugal. Journal of Theoretical and Applied Electronic Commerce Research, 13(3), 85-98.

Park, H., & Armstrong, J. (2019). Will "no-ownsership" work for apparel? Implications for apparel retailers. Journal of Retailing and Consumer Services, 47, 66-73.

Polegato, R., & Wall, M. (1980). Information seeking by fashion opinion leaders and followers. Home Economics Research Journal, 8, 327-338.

Raja, J. I., & Malik, J. A. (2014). Personality dimensions and decision making: exploring consumers’ shopping styles. Journal of Behavioural Sciences, 24(2), 18-33.

Rallapalli, K. C., Vitell, S. J., Wiebe, F. A., & Barnes, J. H. (1994). Consumer ethical beliefs and personality traits: an exploratory analysis. Journal of Business Ethics, 31(1), 209-219.

Richins, M. L., & Dawson, S. (1992). A consumer values orientation for materialism and its meassurement: Scale development and validation. Journal of Consumer Research, 19), 303-316.

Santoso, A. S., & Erdaka, A. (2015). Customer loyalty in collaborative consumption model: Empirical study of CRM for product-service system-based e-commerce in Indonesia. Procedia Computer Science, 72(1), 543-551.

Saxena, R. (2009). Marketing management, 4 ed. New Delhi: Tata McGraw-Hill.

Schaefers, T. L. K., Lawson, S., & Kukar-Kinney, M. (2015). How the burdens of ownership promote usage of access-based services. Marketing Letters, 27, 569–577.

Schiffman, L., & Kanuk, L. (2007). Consumer Behavior. 9 ed, Saddle River, NJ: Pearson Education, Inc.

Schor, J., & Fitzmaurice, C. J. (2015). Collaborating and connecting: The emergence of sharing economy, in Reisch, L. A., Thøgersen, J. (Eds)., Handbook on Research on Sustainable Consumption, Cheltenham, UK: Edward Elgar Publishing), 410-425.

Schrank, H. L., & Gilmore, D. L. (1973). Correlates of fashion leadership: Implications for fashion process theory. Sociological Quarterly, 14(4), 534-543.

Shephard, A. J., Kinley, T. R., & Josiam, B. M. (2014). Fashion leadership, shopping enjoyment, and gender: Hispanic versus, Caucasian consumers׳ shopping preferences. Journal of Retailing and Consumer Services, 21(3), 277-283.

So, K. K., Oh, H., & Min, S. (2018). Motivations and constraints of Airbnb consumers: Findings from a mixed-methods approach. Tourism Management, 67, 224-236.

Sung, E., Kim, H., & Lee, D. (2018). Why do people consume and provide sharing economy accommodation?—A sustainability perspective. Sustainability, 10(6), 2072.

Taylor, S., & Todd, P. (1995). Understanding household garbage reduction behavior: A test of an integrated model. Journal of Public Policy & Marketing, 14(2), 192-204.

Tehseen, S., Ramayah, T., & Sajilan, S. (2017). Testing and controlling for common method variance: A review of available methods. Journal of Management Sciences, 4(2), 142-168.

Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Consumers' need for uniqueness: scale development and validation. Journal of Consumer Research, 28(1), 50-66.

Tussyadiah, I. (2015). An exploratory study on drivers and deterrents of collaborative consumption in travel, in: Tussyadiah, I., Inversini, A. (Eds)., Information and Communication Technologies in Tourism, Lugano, Springer, 817- 830.

Wiedmann, K. P., Hennigs, N., & Langner, S. (2010). Spreading the word of fashion: Identifying social influencers in fashion marketing. Journal of Global Fashion Marketing, 1(3), 142-153.

Wiedmann, K. P., Hennigs, N., & Siebels, A. (2009). Value‐based segmentation of luxury consumption behavior. Psychology & Marketing, 26(7), 625-651.

Similar Articles

You may also start an advanced similarity search for this article.