Jessica Alzamora Ruiz

Type of the article: Research Article

Abstract
Collaborative consumption (CC) has become an important alternative to ownership-based consumption models, particularly in emerging economies where digital platforms may expand access to goods and services. Although prior research has examined initial adoption, less is known about factors associated with users’ intention to remain engaged beyond first use. This study analyzes committed participation intention in CC among urban adult consumers in Peru. In line with the empirical design, committed participation intention is operationalized through two indicators, intention to continue participating and intention to recommend CC initiatives. Data were collected in 2019, during an early consolidation stage of CC in Peru, through a face-to-face structured survey of 2,050 adults aged 18 to 64 residing in 28 cities across the country’s five macro-regions. Two-stage cluster analysis first identified three committed participation intention segments, high, moderate, and low. Bivariate analyses were then used to profile these segments, while multinomial logistic regression was estimated as the main multivariate analysis to examine the associations between personal values, sociodemographic characteristics, and segment membership. The findings show that membership in higher committed participation intention segments was mainly associated with greater relative Openness to change over Conservation. The Self-transcendence–Self-enhancement value dimension showed a more complex and less consistent pattern. Among sociodemographic characteristics, generation and educational level remained relevant in the multivariate model, whereas other variables showed mainly bivariate or non-robust associations. The study contributes to CC literature by distinguishing committed participation intention from initial adoption and providing empirical evidence from Peru as a Latin American emerging economy.