A sua personalidade colabora? uma análise das relações entre traços de personalidade e consumo colaborativo

Abstract

When considering personality among the factors with the potential to complement state of the art in the face of collaborative consumption behavior, this study aimed to understand the relationship between the hierarchical personality traits of the Metatheoretical Model of Motivation and Personality (3M Model) and the intention to practice collaborative consumption. Specifically, the study aimed to: 1) Understand the relationship of elementary traits and compound traits in collaborative consumption; 2) Analyze the relationship of compound traits and situational traits in collaborative consumption; 3) Investigate the relationship of situational traits and surface traits in collaborative consumption; and 4) Identify the predictors of the individuals’ intention to consume collaboratively, given their personality traits. The investigation was applied to the coworking context as a more authentic representation of the essence of collaborative consumption. The theoretical foundation has four central themes: hierarchical personality traits and the 3M Model; intention to consume collaboratively; the relation between personality traits and intention to consume collaboratively (also responsible for presenting the theoretical model and the study hypotheses). The methodology was composed by the positivist epistemological approach, of the hypothetical-deductive type, of descriptive character; whose quantitative data collection technique carried out by applying a translated/adapted scale to measure personality traits, as well as using a scale that contemplated the different motivating dimensions of the intention of collaborative consumption – adapted to the coworking’s context; the data analysis technique was made by univariate (to characterize the sample) and multivariate statistics (through the Structural Equation Modeling technique, to test the hypothesized relationships), using SPSS and SAS software. Among the study findings, it is noteworthy that individuals who are more open to experience and less introverted tend to manifest the altruism trait more intensely, while kinder people also tend to express more vehemently both the altruism trait and the trait of value’s perception. In turn, individuals who have a more excellent perception of value reveal more significant features of cost savings, convenience, and trust; and more altruistic individuals show significant social and environmental awareness, commons, social identity, and trust traits. Finally, it was found that individuals with a greater manifestation of cost-saving traits, belief in the common good, social identity, and trust express greater intention to practice collaborative consumption (more specifically, in the context of coworking). It also described the theoretical contributions, research limitations, and suggestions for future studies.