The effect of green consumption values, use innovativeness and perceived playfulness on individual prosumption

The purpose of this study is to examine the relationships among green consumption values, use innovativeness, perceived playfulness and individual prosumption frequency. Data were collected through an online survey using a convenience sampling technique from 340 participants who are individual prosumers that engage in either domestic activities, do-it yourself or arts & crafts activities. Structural equation modelling was employed to evaluate the proposed hypotheses. The results revealed that green consumption values has a direct and significant effect on use innovativeness and individual prosumption frequency. Green consumption values has an indirect effect on individual prosumption frequency through use innovativeness. Use innovativeness has a positive direct effect on perceived playfulness. An insignificant effect of perceived playfulness on individual prosumption frequency was observed. Moreover by reviewing the literature on prosumption and prosumption-related concepts, a classification framework for prosumption was proposed based on whether the prosuming actor is individual, company and/or community. Along with the prosumption classification, this study contributes to the literature by defining the concepts including individual prosumption, company driven co-prosumption and collaborative prosumption (peer-to-peer prosumption, collective prosumption). Another contribution of this study is the redefinition of subconcepts of use innovativeness -creative reuse and multiple use potential- considering the lifetime which a product can sustain its primary intended use and also the adaptation of perceived playfulness scale to the individual prosumption context. Finally, key managerial implications of the findings are discussed for the retail managers in the prosumption market, and also future research opportunities are reported.