Chapter 2.1: The Sharing Economy in Turkey: A Marketing Perspective

Yelseli, Elif; Karaca, Hüseyin Sami; Karaca, Özlem Hesapçı

doi:10.1108/978-1-78714-557-320181007

Cited by 1 publication

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“…The study also adds cross-cultural value with respect to the gap of under-examined countries that exhibit great technological potential but are characterized by low levels of trust. Yelseli et al (2018) presents a good account of this situation for Turkey, and similar traces can be identified for the Romanian economy. Adding to that the prominent presence of shadow economy in Romania (Ianole-Călin et al , 2017), we also unveil a blended socio-economic framework that cannot be easily characterized by one of the two antipodal views of World Bank on SE: a shift towards informality in developed countries or the reverse, a movement towards formalization in developing countries (Van Welsum, 2016).…”

Section: Discussionsupporting

confidence: 55%

What drives Generations Y and Z towards collaborative consumption adoption? Evidence from a post-communist environment

Ianole-Călin

Druică

Hubona

et al. 2020

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Purpose This study aims to explore the relationship between different categories of motivation and the intention to engage in collaborative consumption (CC), using attitude as a mediator. Design/methodology/approach The authors extend an existing measurement scale focused on sustainability, enjoyment, reputation and economic benefits, as factors relevant in shaping how people perceive CC. The extension includes the role of personal beliefs and social relationships. The authors conduct a mediation analysis using partial least squares path modelling. Findings This study partially confirms existing literature: sustainability and enjoyment are positively related and statistically significant in predicting attitude towards CC, while only enjoyment impacts behavioural intention; attitude further impacts behavioural intention. Further, reputation and economic benefits positively and significantly impact attitude; economic benefits are not significant for behavioural intention in this study’s Romanian sample, but reputation is. Neither beliefs nor relationships are significantly associated with behavioural intention. Originality/value The authors investigate CC determinants in a post-communist economy, a novel setting for the development of sharing economy, as most studies focus on traditionally developed economies.