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EMAC 2020 Annual Conference


Consumer Attitudes towards Collaborative Consumption in an Emerging Market: The Case of Egypt
(A2020-51335)

Published: May 27, 2020

AUTHORS

Soha Abutaleb, German University in Cairo; Noha ElBassiouny, German University in Cairo; Sara Hamed, German University in Cairo

KEYWORDS

Collaborative Consumption; Theory of Planned Behavior; Carpooling

ABSTRACT

The current paper aims to examine consumer attitudes towards carpooling as a collaborative consumption practice. The paper contributes to academic research through extending the theory of planned behavior to include four main determinants of attitudes and behavioral intentions towards carpooling. These determinants are economic benefits, trust, sustainability, and enjoyment. This study is a conclusive descriptive one using a quantitative survey. The target population for the current study is Egyptian millennials. Results revealed that economic benefits are the most influencing predictor of attitudes towards carpooling followed by sustainability. Subjective norms had the most influential effect on intentions towards carpooling followed by perceived behavioral control and attitudes.