Article: Motivations and consequences of psychological ownership in rental commerce: evidence from the Gen Z consumers Journal: International Journal of Electronic Marketing and Retailing (IJEMR) 2025 Vol.16 No.4 pp.442 - 464 Abstract: Grounded on the psychological ownership (PO) theory and generational cohort theory, the study examines the motivations shaping the PO of rental commerce offerings among Generation Z consumers. Distinct from prior studies, the work also examines PO's behavioural consequences particularly on perceived misbehaviour intentions and sustainable consumption behaviour. An online scenario-based survey was deployed for data collection, involving 256 Gen Z consumers in the Philippines. Partial least squares structural equation modelling (PLS-SEM) technique was used for data analysis. The findings suggest that self-identity and the sense of belonging positively and significantly affect PO of rental commerce offerings. Meanwhile, PO positively and significantly affects perceived misbehaviour intentions and sustainable consumption behaviour. The study argues that there is a need to reinforce PO formation to curtail misbehaviour tendencies, instil a sense of responsibility to protect and care for leased products, and nurture sustainable consumption behaviour. Inderscience Publishers - linking academia, business and industry through research

Title: Motivations and consequences of psychological ownership in rental commerce: evidence from the Gen Z consumers

Authors: Mark Ratilla; Sandeep Kumar Dey; Michael Adu Kwarteng; Miloslava Chovancova

Addresses: Faculty of Management and Economics, Tomas Bata University in Zlin, Mostní 5139, 760 01 Zlín, Czech Republic; College of Management and Economics, Visayas State University, Baybay City, Leyte, 6521-A, Philippines ' Faculty of Management and Economics, Tomas Bata University in Zlin, Mostní 5139, 760 01 Zlín, Czech Republic ' Faculty of Management and Economics, Tomas Bata University in Zlin, Mostní 5139, 760 01 Zlín, Czech Republic ' Faculty of Management and Economics, Tomas Bata University in Zlin, Mostní 5139, 760 01 Zlín, Czech Republic

Abstract: Grounded on the psychological ownership (PO) theory and generational cohort theory, the study examines the motivations shaping the PO of rental commerce offerings among Generation Z consumers. Distinct from prior studies, the work also examines PO's behavioural consequences particularly on perceived misbehaviour intentions and sustainable consumption behaviour. An online scenario-based survey was deployed for data collection, involving 256 Gen Z consumers in the Philippines. Partial least squares structural equation modelling (PLS-SEM) technique was used for data analysis. The findings suggest that self-identity and the sense of belonging positively and significantly affect PO of rental commerce offerings. Meanwhile, PO positively and significantly affects perceived misbehaviour intentions and sustainable consumption behaviour. The study argues that there is a need to reinforce PO formation to curtail misbehaviour tendencies, instil a sense of responsibility to protect and care for leased products, and nurture sustainable consumption behaviour.

Keywords: consumer misbehaviour; psychological ownership; PO; rental commerce; sharing economy; sustainable consumption.

DOI: 10.1504/IJEMR.2025.147482

International Journal of Electronic Marketing and Retailing, 2025 Vol.16 No.4, pp.442 - 464

Received: 14 Oct 2022
Accepted: 14 Mar 2023
Published online: 18 Jul 2025 *

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Title: Motivations and consequences of psychological ownership in rental commerce: evidence from the Gen Z consumers

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