Behavioural drivers of access-based consumption among millennial and generation Z in India Online publication date: Mon, 27-Jun-2022
by T. Ravikumar; M. Sriram; N. Prakash; G.M. Divakar; D. Halaswamy
International Journal of Business Excellence (IJBEX), Vol. 27, No. 2, 2022
Abstract: The world of consumerism is very dynamic, and technology driven changes in the field of consumerism are unavoidable especially among new generation customers - millennial and generation Z. The customers, especially in urban areas, gradually move from ownership-based consumption to access-based consumption. The purpose of this study is to explore the behavioural drivers of new generation customers towards access-based consumption. The study is descriptive in nature and employed a survey method for data collection. The drivers identified are tested through a quantitative study and the primary data are collected using online questionnaires. The study has also analysed the impact of behavioural drivers on current usage of access-based consumption as well as on willingness to use access-based consumption in the future. The study has found that sustainability is the only driver that significantly motivates access-based consumption in Indian urban areas.
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