Title: Behavioural drivers of access-based consumption among millennial and generation Z in India

Authors: T. Ravikumar; M. Sriram; N. Prakash; G.M. Divakar; D. Halaswamy

Addresses: School of Business and Management, CHRIST (Deemed to be University), Bangalore 560029, Karnataka, India ' School of Business and Management, CHRIST (Deemed to be University), Bangalore 560029, Karnataka, India ' School of Business and Management, CHRIST (Deemed to be University), Bangalore 560029, Karnataka, India ' School of Business and Management, CHRIST (Deemed to be University), Bangalore 560029, Karnataka, India ' School of Business and Management, CHRIST (Deemed to be University), Bangalore 560029, Karnataka, India

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.

Keywords: access-based consumption; ABC; sharing economy; collaborative consumption; behavioural drivers; millennial; generation Z; India; Bangalore.

DOI: 10.1504/IJBEX.2022.123570

International Journal of Business Excellence, 2022 Vol.27 No.2, pp.261 - 276

Received: 23 Oct 2019
Accepted: 08 Jan 2020
Published online: 27 Jun 2022 *

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