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The Sharing Economy in a Digital Society: Youth Consumer Behavior in Italy

Papagiannis, F, Gazzola, P, Grechi, D and Marrapodi, C The Sharing Economy in a Digital Society: Youth Consumer Behavior in Italy. Kybernetes. ISSN 0368-492X (Accepted)

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Abstract

This paper explores sharing economy in Italy, focusing on key socioeconomic characteristics. Adopting an exploratory approach, it analyzes the answers of a questionnaire, created using Google Forms and administered via social networks and emails. To analyze the answers statistical tests and descriptive statistics were used. The survey reveals potential behavioral factors, which influence the participation propensity to sharing economic practices. Results exhibit that the age of the consumer is an impactful participating factor of sharing economy and therefore it seems to be a discriminant. On the contrary, gender and annual income are insignificant determinants. The sample is unbalanced, the majority of the answers were provided by young people. The paper can give a picture of the role and the importance of the sharing economy in Italy. Motivated by its global economic growth that could reach in 2025 the value of 570 billion euros, it contextualizes what drives people to collaborate and share tangible and intangible assets It aims to discover how this digital trend shapes the social fabric of the global economy, providing a broader reflection in terms of future sustainability developments. Ongoing dynamic changes on digital consumer preferences towards sharing products and services provide valuable evidence on their future commercial behavior.

Item Type: Article
Additional Information: The AAM is deposited under the above licence and any reuse is allowed in accordance with the terms outlined by the licence. To reuse the AAM for commercial purposes, permission should be sought by contacting permissions@emeraldinsight.com.
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HG Finance
Divisions: Business & Management (new Sep 19)
Publisher: Emerald
Date Deposited: 26 Feb 2020 10:13
Last Modified: 26 Feb 2020 10:15
DOI or Identification number: 10.1108/K-12-2019-0796
URI: http://researchonline.ljmu.ac.uk/id/eprint/12314

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