How Consumer Motivations to Participate in Sharing Economy Differ Across Developed and Developing Countries: A Comparative Study of Turkiye and Canada

Abstract

Extreme and fundamental changes in the economy and social life in the 2000s, fueled by technological development, pushed people toward new ways of consumption known as Sharing Economy (SE). Consumers' motivations to participate in SE are still not completely clear because of SE's relatively short history and hazy boundaries. This study aimed to contribute to closing that gap. This research also looks at how consumers' motives for SE differ across countries. Data from 678 people (440 in Istanbul, Turkiye, and 238 in Toronto, Canada) were collected and analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicate that economic benefits, modern lifestyle, enjoyment, and ecological sustainability concerns substantially impact consumers' participation in SE in both Turkiye and Canada. However, consumers in both countries are unaffected by product diversity, ubiquitous availability, sense of belonging, or convenience. In addition, altruism influences Turkish consumers but not Canadians; this could be explained by Turkiye's being a Middle Eastern country with a feminine cultural structure. Even though Turkiye and Canada are very different in economic, social, cultural, and historical terms, their outcomes are remarkably similar. These identical findings indicate that consumers' stimulations are similar in participating SE regardless of their country of origin. This paper is unique as it is the first research comparing Turkish and Canadian consumers' motivations. This study is significant for both literature and practitioners in that it contributes to better understanding consumer incentives in SE.