Attitude for collaborative consumption: a study based on environmental awareness

In sight of the concern with sustainable development, themes on collaborative consumption and environmental awareness are aligned to reduce the discards and by-products emitted to the environment. Therefore, this research aims to analyze the influence of environmental awareness on the attitude towards collaborative consumption of buying, selling and exchanging on digital platforms. It is a quantitative research, carried out with 125 university students in the Business Administration course. Descriptive and inferential statistics, exploratory factor analysis and logistic regression are used for sociodemographic characterization of users, as well as for the analysis of the attitude towards collaborative consumption and the dimensions of environmental awareness: engaged consumption, concern with waste, mobilization and home environment. The results indicate that university students know the concept of collaborative consumption and that, the more familiar with this theme, the greater the frequency and average time of using digital platforms, the most operated are OLX and Mercado Livre, mainly for the purpose of cost reduction and reduction of transaction time, with individual benefits prevailing. In addition, there are positive influences of the concern with garbage and individual income in the attitude towards collaborative consumption, and negative influences on the maturity of students and the average use of digital platforms in the attitude towards collaborative consumption. It is suggested, therefore, the development of public policies that support environmental awareness to encourage more sustainable collaborative consumption, as well as the conduct of qualitative research with environmental consumption companies to deepen emerging themes, such as the concern with waste.