Rent, borrow and...benefit? Exploring New Zealanders' intentions to rent and borrow consumer goods using an extension of the Theory of Planned Behaviour

Overconsumption of consumer goods has detrimental impacts on the environment. Shifting away from this harmful practice is imperative. Therefore, alternative ways to access goods, without having to own them, are necessary. Such opportunities already exist and are referred to as forms of collaborative consumption. While the idea of collaborative consumption is well-received, its uptake remains low. Therefore, research to understand what motivates people to engage in collaborative consumption is valuable.

Two examples of collaborative consumption are peer-to-peer (P2P) renting and borrowing from ‘non-traditional’ libraries. So far, few studies have investigated what encourages individuals to engage in, or conversely, discourages individuals from engaging in these behaviours. Additionally, there appears to be a lack of studies that have applied the Theory of Planned Behaviour (TPB) to explore the determinants of intention to rent and borrow consumer goods. This study aims to address these research gaps. Specifically, this study explores people’s motivations to engage in P2P renting and library borrowing using an extended version of the TPB that includes descriptive norm and personal norm. This study also identifies and explores the underlying beliefs that determine P2P renting and library borrowing.

Results indicate that attitude is the strongest predictor of intention to rent and borrow consumer goods. A favourable attitude toward P2P renting is determined by the beliefs that renting saves money, that items will be in a good condition and that it has social benefits. Although a favourable attitude toward library borrowing is also determined by those same beliefs conversely, a favourable attitude toward library borrowing is even more strongly determined by the beliefs that borrowing benefits the environment and reduces storage needs. The implications of these findings can be used to develop campaigns aimed at encouraging further uptake of P2P renting and library borrowing.