Adoption of collaborative consumption as sustainable social innovation: Sociability and novelty seeking perspective

This study focuses on consumer cognitive factors as drivers of collaborative consumption (CC). It enriches the understanding these drivers, in particular by conceptualizing CC a social innovation that is adopted consumers mainly due to their pro-social thinking with regard process and outcomes consumption. These factors, well norms connected in-group collectivism, are especially important for specific context CEE region. The SEM model intention consume collaboratively dependent variable, tested sample 270 Poland. All i.e. trust, sociability novelty seeking, received empirical support antecedents perceived usefulness, together contributed intention. Policy makers businesses want facilitate may consider results activities.