The role diverse perceived values in value co-cretion: A study on collaborative consumption

The Role of Diverse Perceived Values in Value Co-Creation: A Study on Collaborative Consumption Sharing economy and collaborative consumption has been gaining increasing attention recently. So, applications of these two models are examined in various research. However, the existing literature generally focuses on the hospitality and transportation sectors. One of the essential applications, the second-hand textile sector, has not been adequately studied through the lens of value co-creation lenses. Thus, this study investigates value co-creation intention in the second-hand textile industry under one research question: What are antecedents of consumers' value co-creation in collaborative consumption activities? This study mainly contributes to the sharing economy and collaborative consumption literature, but it also provides supportive contributions to the field of service marketing. In order to achieve this, an online survey was conducted with a total number of 311 undergraduates, master, and Ph.D. students who are registered universities in İstanbul. Convenience and snowball sampling methods were adopted. The findings point out that perceived values and attitudes are antecedents of value co-creation intention in collaborative consumption platforms. Besides, functional value, economic value, social value, and emotional value as perceived values directly link with attitudes and value co-creation intention. Only green value does not impact value co-creation intention directly but the value influences value co-creation intention with the help of the mediation role of attitude.