How Are Material Values and Voluntary Simplicity Lifestyle Related to Attitudes and Intentions toward Commercial Sharing during the COVID-19 Pandemic? Evidence from Japan
Abstract
:1. Introduction
2. Literature Review
2.1. MV and VSL
2.2. MV and Attitudes toward CSS
2.3. VSL and Attitudes toward CSS
2.4. Subjective Norms, Attitudes, and Intentions toward CSS
3. Methods
3.1. Measure
3.2. Data Collection
3.3. Data Analysis
3.3.1. Assessment of the Measurement Model
3.3.2. Assessment of the Structural Model
4. Discussion and Conclusions
4.1. Discussion
4.2. Implications
4.3. Limitations and Areas for Future Studies
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
References
- Echegaray, F. What POST-COVID-19 Lifestyles May Look like? Identifying Scenarios and Their Implications for Sustainability. Sustain. Prod. Consum. 2021, 27, 567–574. [Google Scholar] [CrossRef] [PubMed]
- Hüttel, A.; Balderjahn, I. The Coronavirus Pandemic: A Window of Opportunity for Sustainable Consumption or a Time of Turning Away? J. Consum. Aff. 2022, 56, 68–96. [Google Scholar] [CrossRef] [PubMed]
- Moldes, O.; Dineva, D.; Ku, L. Has the COVID-19 Pandemic Made us More Materialistic? The Effect of COVID-19 and Lockdown Restrictions on the Endorsement of Materialism. Psychol. Mark. 2022, 39, 892–905. [Google Scholar] [CrossRef] [PubMed]
- Song, W.; Jin, X.; Gao, J.; Zhao, T. Will Buying Follow Others Ease Their Threat of Death? An Analysis of Consumer Data during the Period of COVID-19 in China. Int. J. Environ. Res. Public Health 2020, 17, 3215. [Google Scholar] [CrossRef] [PubMed]
- Hossain, M. The Effect of the Covid-19 on Sharing Economy Activities. J. Clean. Prod. 2021, 280, 124782. [Google Scholar] [CrossRef]
- Li, M.; Zhao, T.; Huang, E.; Li, J. How Does a Public Health Emergency Motivate People’s Impulsive Consumption? An Empirical Study during the COVID-19 Outbreak in China. Int. J. Environ. Res. Public Health 2020, 17, 5019. [Google Scholar] [CrossRef]
- Adly, A.S.; Adly, A.S.; Adly, M.S. Approaches Based on Artificial Intelligence and the Internet of Intelligent Things to Prevent the Spread of COVID-19: Scoping Review. J. Med. Internet. Res. 2020, 22, e19104. [Google Scholar] [CrossRef]
- Soto-Acosta, P. COVID-19 Pandemic: Shifting Digital Transformation to a High-Speed Gear. Inf. Syst. Manag. 2020, 37, 260–266. [Google Scholar] [CrossRef]
- Barykin, S.Y.; Kapustina, I.V.; Kalinina, O.V.; Dubolazov, V.A.; Esquive, C.A.N.; Alyarovna, N.E.; Sharapaev, P. The Sharing Economy and Digital Logistics in Retail Chains: Opportunities and Threats. Acad. Strateg. Manag. J. 2021, 20, 1–14. [Google Scholar]
- Acquier, A.; Carbone, V.; Massé, D. How to Create Value(s) in the Sharing Economy: Business Models, Scalability, and Sustainability. TIM Rev. 2019, 9, 5–24. [Google Scholar] [CrossRef]
- Botsman, R.; Rogers, R. What’s Mine Is Yours: The Rise of Collaborative Consumption, 1st ed.; Harper Business: New York, NY, USA, 2010. [Google Scholar]
- Ertz, M.; Durif, F.; Arcand, M. A Conceptual Perspective on Collaborative Consumption. AMS Rev 2019, 9, 27–41. [Google Scholar] [CrossRef]
- Muñoz, P.; Cohen, B. Mapping out the Sharing Economy: A Configurational Approach to Sharing Business Modeling. Technol. Forecast. Soc. Change 2017, 125, 21–37. [Google Scholar] [CrossRef] [Green Version]
- Toni, M.; Renzi, M.F.; Mattia, G. Understanding the Link between Collaborative Economy and Sustainable Behaviour: An Empirical Investigation. J. Clean. Prod. 2018, 172, 4467–4477. [Google Scholar] [CrossRef]
- Alwin, D.F.; Krosnick, J.A. The Measurement of Values in Surveys: A Comparison of Ratings and Rankings. Public Opin. Q. 1985, 49, 535. [Google Scholar] [CrossRef]
- Beatty, S.E.; Kahle, L.R.; Homer, P.; Misra, S. Alternative Measurement Approaches to Consumer Values: The List of Values and the Rokeach Value Survey. Psychol. Mark. 1985, 2, 181–200. [Google Scholar] [CrossRef]
- Brunsø, K.; Scholderer, J.; Grunert, K.G. Closing the Gap between Values and Behavior—a Means–End Theory of Lifestyle. J. Bus. Res. 2004, 57, 665–670. [Google Scholar] [CrossRef]
- Carman, J.M. Values and Consumption Patterns: A Closed Loop. ACR N. Am. Adv. 1978, 5, 403–407. Available online: https://www.acrwebsite.org/volumes/9455/volumes/v05/NA-05 (accessed on 19 May 2022).
- Kahle, L.R.; Beatty, S.E.; Homer, P. Alternative Measurement Approaches to Consumer Values: The List of Values (LOV) and Values and Life Style (VALS). J. Consum. Res. 1986, 13, 405. [Google Scholar] [CrossRef]
- Lastovicka, J.L. On the Validation of Lifestyle Traits: A Review and Illustration. J. Mark. Res. 1982, 19, 126. [Google Scholar] [CrossRef]
- Williams, R.M. Change and Stability in Values and Value Perspectives: A Sociological Perspective. In Understanding Human Values: Individual and Societal; Rokeach, M., Ed.; The Free Press: New York, NY, USA, 1979. [Google Scholar]
- Lamberton, C.P.; Rose, R.L. When Is Ours Better than Mine? A Framework for Understanding and Altering Participation in Commercial Sharing Systems. J. Mark. 2012, 76, 109–125. [Google Scholar] [CrossRef]
- Belk, R.W. Materialism: Trait Aspects of Living in the Material World. J. Consume. Res. 1985, 12, 265. [Google Scholar] [CrossRef]
- Richins, M.L. The Material Values Scale: Measurement Properties and Development of a Short Form. J. Consum. Res. 2004, 31, 209–219. [Google Scholar] [CrossRef]
- Richins, M.L.; Dawson, S. A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation. J. Consum. Res. 1992, 19, 303. [Google Scholar] [CrossRef]
- Boujbel, L.; d’Astous, A. Voluntary Simplicity and Life Satisfaction: Exploring the Mediating Role of Consumption Desires: Voluntary Simplicity and Life Satisfaction. J. Consum. Behav. 2012, 11, 487–494. [Google Scholar] [CrossRef]
- Craig-Lees, M.; Hill, C. Understanding Voluntary Simplifiers. Psychol. Mark. 2002, 19, 187–210. [Google Scholar] [CrossRef]
- Elgin, D. Voluntary Simplicity, 2nd ed.; Harper Collins: New York, NY, USA, 2010. [Google Scholar]
- Lee, K. Effects of Voluntary Simplicity and Materialism on Life Satisfaction. J. Prod. Dev. Manag. 2019, 16, 3–20. (In Japanese) [Google Scholar]
- Lee, M.S.W.; Ahn, C.S.Y. Anti-Consumption, Materialism, and Consumer Well-Being. J. Consum. Aff. 2016, 50, 18–47. [Google Scholar] [CrossRef]
- Cambefort, M. How the COVID-19 Pandemic Is Challenging Consumption. MGDR 2020, 5, 2. [Google Scholar] [CrossRef]
- Akbar, P.; Mai, R.; Hoffmann, S. When Do Materialistic Consumers Join Commercial Sharing Systems. J. Bus. Res. 2016, 69, 4215–4224. [Google Scholar] [CrossRef]
- Bardhi, F.; Eckhardt, G.M. Access-Based Consumption: The Case of Car Sharing. J. Consum. Res. 2012, 39, 881–898. [Google Scholar] [CrossRef]
- Botsman, R. Defining the Sharing Economy: What Is Collaborative Consumption—And What Isn’t? Available online: https://www.fastcompany.com/3046119/defining-the-sharing-economy-what-is-collaborative-consumption-and-what-isnt (accessed on 1 May 2022).
- Davidson, A.; Habibi, M.R.; Laroche, M. Materialism and the Sharing Economy: A Cross-Cultural Study of American and Indian Consumers. J. Bus. Res. 2018, 82, 364–372. [Google Scholar] [CrossRef]
- Johnson, K.K.P.; Mun, J.M.; Chae, Y. Antecedents to Internet Use to Collaboratively Consume Apparel. J. Fash. Mark. Manag. 2016, 20, 370–382. [Google Scholar] [CrossRef]
- Ajzen, I.; Fishbein, M. Understanding Attitudes and Predicting Social Behavior; Prentice-Hall: Englewood Cliffs, NJ, USA, 1980. [Google Scholar]
- Sharing Economy Association Japan. The Sharing Economy has reached a Record High of 2 Trillion Yen. Available online: https://sharing-economy.jp/ja/20201210 (accessed on 1 May 2022).
- Ger, G.; Belk, R.W. Cross-Cultural Differences in Materialism. J. Econ. Psychol. 1996, 17, 55–77. [Google Scholar] [CrossRef] [Green Version]
- Kasser, T. Materialism and Living Well. In Handbook of Well-Being; Diener, E., Oishi, S., Tay, L., Eds.; DEF Publishers: Salt Lake City, UT, USA, 2018. [Google Scholar]
- Shrum, L.J.; Wong, N.; Arif, F.; Chugani, S.K.; Gunz, A.; Lowrey, T.M.; Nairn, A.; Pandelaere, M.; Ross, S.M.; Ruvio, A.; et al. Reconceptualizing Materialism as Identity Goal Pursuits: Functions, Processes, and Consequences. J. Bus. Res. 2013, 66, 1179–1185. [Google Scholar] [CrossRef]
- Ahuvia, A.C.; Wong, N.Y. Personality and Values Based Materialism: Their Relationship and Origins. J. Consum. Psycho. 2002, 12, 389–402. [Google Scholar] [CrossRef]
- Lee, K.; Furukawa, H. Effects of Materialism and Exploratory Tendencies on Intentions to Participate in Apparel Subscription Service. Distrib. Stud. J. Jpn. Soc. Distrib. Sci. 2020, 47, 59–72. (In Japanese) [Google Scholar]
- Kasser, T. Living Both Well and Sustainably: A Review of the Literature, with Some Reflections on Future Research, Interventions and Policy. Phil. Trans. R. Soc. A. 2017, 375, 20160369. [Google Scholar] [CrossRef] [Green Version]
- Evers, U.; Gruner, R.L.; Sneddon, J.; Lee, J.A. Exploring Materialism and Frugality in Determining Product End-Use Consumption Behaviors. Psychol. Mark. 2018, 35, 948–956. [Google Scholar] [CrossRef]
- Etzioni, A. Voluntary Simplicity: Characterization, Select Psychological Implications, and Societal Consequences. J. Econ. Psychol. 1998, 19, 619–643. [Google Scholar]
- Huneke, M.E. The Face of the Un-Consumer: An Empirical Examination of the Practice of Voluntary Simplicity in the United States. Psychol. Mark. 2005, 22, 527–550. [Google Scholar] [CrossRef]
- Shaw, D.; Newholm, T. Voluntary Simplicity and the Ethics of Consumption. Psychol. Mark. 2002, 19, 167–185. [Google Scholar] [CrossRef]
- Osikominu, J.; Bocken, N. A Voluntary Simplicity Lifestyle: Values, Adoption, Practices and Effects. Sustainability 2020, 12, 1903. [Google Scholar] [CrossRef] [Green Version]
- Zavestoski, S. The Social-Psychological Bases of Anticonsumption Attitudes. Psychol. Mark. 2002, 19, 149–165. [Google Scholar] [CrossRef]
- Iyer, R.; Muncy, J.A. Purpose and Object of Anti-Consumption. J. Bus. Res. 2009, 62, 160–168. [Google Scholar] [CrossRef]
- Elgin, D.; Mitchell, A. Voluntary Simplicity. Plan. Rev. 1977, 5, 13–15. [Google Scholar] [CrossRef]
- Bekin, C.; Carrigan, M.; Szmigin, I. Defying Marketing Sovereignty: Voluntary Simplicity at New Consumption Communities. Qual. Mark. Res. 2005, 8, 413–429. [Google Scholar] [CrossRef] [Green Version]
- McDonald, S.; Oates, C.J.; Young, C.W.; Hwang, K. Toward Sustainable Consumption: Researching Voluntary Simplifiers. Psychol. Mark. 2006, 23, 515–534. [Google Scholar] [CrossRef]
- Rebouças, R.; Soares, A.M. Voluntary Simplicity: A Literature Review and Research Agenda. Int. J. Consum. Stud. 2021, 45, 303–319. [Google Scholar] [CrossRef]
- Kuanr, A.; Pradhan, D.; Chaudhuri, H.R. I Do Not Consume; Therefore, I Am: Investigating Materialism and Voluntary Simplicity through a Moderated Mediation Model. Psychol. Mark 2020, 37, 260–277. [Google Scholar] [CrossRef]
- Nepomuceno, M.V.; Laroche, M. The Impact of Materialism and Anti-Consumption Lifestyles on Personal Debt and Account Balances. J. Bus. Res. 2015, 68, 654–664. [Google Scholar] [CrossRef]
- Lindblom, A.; Lindblom, T.; Wechtler, H. Collaborative Consumption as C2C Trading: Analyzing the Effects of Materialism and Price Consciousness. J. Retail. Consum. Serv. 2018, 44, 244–252. [Google Scholar] [CrossRef]
- Lee, H. The Effect of Anti-Consumption Lifestyle on Consumer’s Attitude and Purchase Intention toward Commercial Sharing Systems. Asia Pac. J. Mark. Logist. 2019, 31, 1422–1441. [Google Scholar] [CrossRef]
- Seegebarth, B.; Peyer, M.; Balderjahn, I.; Wiedmann, K.-P. The Sustainability Roots of Anticonsumption Lifestyles and Initial Insights Regarding Their Effects on Consumers’ Well-Being. J. Consum. Aff. 2016, 50, 68–99. [Google Scholar] [CrossRef]
- Ajzen, I. The Theory of Planned Behavior. Organ. Behav. Hum. Decis. Process. 1991, 50, 179–211. [Google Scholar] [CrossRef]
- Hamari, J.; Sjöklint, M.; Ukkonen, A. The Sharing Economy: Why People Participate in Collaborative Consumption. J. Assn. Inf. Sci. Technol. 2016, 67, 2047–2059. [Google Scholar] [CrossRef]
- Kim, Y.G.; Woo, E.; Nam, J. Sharing Economy Perspective on an Integrative Framework of the NAM and TPB. Int. J. Hosp. Manag. 2018, 72, 109–117. [Google Scholar] [CrossRef]
- Lee, S.H.N.; Chow, P.-S. Investigating Consumer Attitudes and Intentions toward Online Fashion Renting Retailing. J. Retail. Consum. Serv. 2020, 52, 101892. [Google Scholar] [CrossRef]
- Barnes, S.J.; Mattsson, J. Understanding Collaborative Consumption: Test of a Theoretical Model. Technol. Forecast. Soc. Chang. 2017, 118, 281–292. [Google Scholar] [CrossRef] [Green Version]
- Lee, K. Effects of Voluntary Simplicity on Continuous Intention to Use Car Sharing Services: Examining the Mediating Role of Perceived Benefits. Distrib. Stud. J. Jpn. Soc. Distrib. Sci. 2021, 49, 15–30. (In Japanese) [Google Scholar]
- Iwata, O. An Evaluation of Consumerism and Lifestyle as Correlates of a Voluntary Simplicity Lifestyle. Soc. Behave. Pers. 2006, 34, 557–568. [Google Scholar] [CrossRef]
- Hernández, B.; Jiménez, J.; Martín, M.J. Customer Behavior in Electronic Commerce: The Moderating Effect of e-Purchasing Experience. J. Bus. Res. 2010, 63, 964–971. [Google Scholar] [CrossRef]
- Podsakoff, P.M.; MacKenzie, S.B.; Lee, J.-Y.; Podsakoff, N.P. Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies. J. Appl. Psychol. 2003, 88, 879–903. [Google Scholar] [CrossRef] [PubMed]
- Belk, R. You Are What You Can Access: Sharing and Collaborative Consumption Online. J. Bus. Res. 2014, 67, 1595–1600. [Google Scholar] [CrossRef]
- Hair, J.F.; Black, B.; Babin, B.; Andrson, R.E.; Tatham, R.L. Multivariate Data Analysis, 7th ed.; Prentice Hall: Upper Saddle River, NJ, USA, 2010. [Google Scholar]
- Eaton, P.; Frank, B.; Johnson, K.; Willoughby, S. Comparing Exploratory Factor Models of the Brief Electricity and Magnetism Assessment and the Conceptual Survey of Electricity and Magnetism. Phys. Rev. Phys. Educ. Res. 2019, 15, 020133. [Google Scholar] [CrossRef] [Green Version]
- Anderson, J.C.; Gerbing, D.W. Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychol. Bull. 1988, 103, 411–423. [Google Scholar] [CrossRef]
- Fornell, C.; Larcker, D.F. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. J. Mark. Res. 1981, 18, 39–50. [Google Scholar] [CrossRef]
- Zhao, X.; Lynch, J.G.; Chen, Q. Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis. J. Consum. Res. 2010, 37, 197–206. [Google Scholar] [CrossRef]
- Brewer, M.K. Slow Fashion in a Fast Fashion World: Promoting Sustainability and Responsibility. Laws 2019, 8, 24. [Google Scholar] [CrossRef] [Green Version]
- Roozen, I.; Raedts, M. The Power of Negative Publicity on the Fast Fashion Industry. J. Glob. Fash. Mark. 2020, 11, 380–396. [Google Scholar] [CrossRef]
Construct and Indicator | Factor | CR | AVE |
---|---|---|---|
Loadings | |||
Material values | 0.86 | 0.50 | |
I like a lot of luxury in my life | 0.76 | ||
My life would be better if I owned certain things I don’t have | 0.73 | ||
I try to stay affluent, as far as possessions are concerned | 0.73 | ||
Buying things gives me a lot of pleasure | 0.72 | ||
I’d be happier if I could afford to buy more things | 0.70 | ||
I admire people who own expensive homes, cars, and clothes | 0.61 | ||
Simplicity | 0.82 | 0.53 | |
I want to live simply rather than extravagantly | 0.79 | ||
A simple life is not miserable; rather, I want to live such a life | 0.78 | ||
I am more concerned with mental growth and fulfillment than with material affluence | 0.68 | ||
Material affluence is not so important to me | 0.64 | ||
Long-term usage | 0.86 | 0.61 | |
I am the type of person who continues using something old as long as it can still be used | 0.83 | ||
I try to use the items that I bought for as long as possible | 0.82 | ||
I don’t buy something new shortly after it comes out if I have a similar thing already | 0.74 | ||
When I shop, I take a severe view of being able to use an item for a long time without getting tired of it | 0.73 | ||
Planned buying | 0.84 | 0.63 | |
Even if I have money, it is not my principle to buy things suddenly | 0.81 | ||
When I shop, I decide to do so after serious consideration of whether an item is necessary to me or not | 0.79 | ||
I do not engage in impulsive buying | 0.78 | ||
Subjective norms | 0.89 | 0.80 | |
People who influence my behavior encourage me to use sharing services | 0.95 | ||
People who are important to me think that I should use sharing services | 0.84 | ||
Attitudes | 0.87 | 0.69 | |
Using sharing services seems to be an intelligent idea to me | 0.86 | ||
My general opinion on the use of sharing services is positive | 0.85 | ||
Using sharing services is a good idea | 0.78 | ||
Intentions | 0.94 | 0.83 | |
It is very likely that I will use sharing services in the future | 0.93 | ||
I intend to use sharing services in the future | 0.92 | ||
I will consider sharing services in the future | 0.88 |
1 | 2 | 3 | 4 | 5 | 6 | 7 | |
---|---|---|---|---|---|---|---|
1. Material values | 0.71 | ||||||
2. Simplicity | −0.42 | 0.73 | |||||
3. Long-term usage | 0.02 | 0.47 | 0.78 | ||||
4. Planned buying | −0.24 | 0.63 | 0.52 | 0.79 | |||
5. Subjective norms | 0.29 | 0.12 | 0.04 | 0.02 | 0.89 | ||
6. Attitudes | 0.19 | 0.31 | 0.31 | 0.18 | 0.41 | 0.83 | |
7. Intentions | 0.22 | 0.14 | 0.01 | −0.01 | 0.62 | 0.53 | 0.83 |
Paths | Standardized Coefficients |
---|---|
Material values → Attitudes → Intentions | 0.15 *** |
Simplicity → Attitudes → Intentions | 0.15 *** |
Long-term usage → Attitudes → Intentions | 0.05 * |
Planned buying → Attitudes → Intentions | −0.03 n.s. |
Publisher’s Note: MDPI stays neutral with regard to jurisdictional claims in published maps and institutional affiliations. |
© 2022 by the author. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
Share and Cite
Lee, K.-T. How Are Material Values and Voluntary Simplicity Lifestyle Related to Attitudes and Intentions toward Commercial Sharing during the COVID-19 Pandemic? Evidence from Japan. Sustainability 2022, 14, 7812. https://doi.org/10.3390/su14137812
Lee K-T. How Are Material Values and Voluntary Simplicity Lifestyle Related to Attitudes and Intentions toward Commercial Sharing during the COVID-19 Pandemic? Evidence from Japan. Sustainability. 2022; 14(13):7812. https://doi.org/10.3390/su14137812
Chicago/Turabian StyleLee, Kyung-Tae. 2022. "How Are Material Values and Voluntary Simplicity Lifestyle Related to Attitudes and Intentions toward Commercial Sharing during the COVID-19 Pandemic? Evidence from Japan" Sustainability 14, no. 13: 7812. https://doi.org/10.3390/su14137812