Youth Perspectives on Collaborative Consumption: A Study on the Attitudes and Behaviors of the Romanian Generation Z

Abstract

With the emergence of the sharing economy, a significant change in consumer behavior can be observed worldwide, which has a considerable impact on various industries. The rise of the sharing economy has changed the way people experience transport services, with ridesharing being a catalyst for change. In Romania, the debut of Uber in 2015 sparked controversy and led to legal regulations that were adapted to local specificities, highlighting the adaptability of ridesharing platforms to different legal frameworks. In the context of this development, the views and perceptions of Generation Z will be crucial in determining the direction in which this conflict between disruptive models and traditional players in the transport sector develops. The article deals with business models based on collaborative consumption, with a focus on ridesharing, and examines the attitudes, perceptions, and behavior of Romanian youths (aged 18–26) towards these models. The aim of the study is to determine the opinion of young Romanians on collaborative consumption in transport services—ridesharing (Uber case)—and their attitude towards the ethical controversies related to Uber’s business model. A quantitative research approach was chosen, and an exploratory study was conducted using a questionnaire, with the non-probabilistic sample consisting of relevant observation units aged 18–26 years. The results show that almost 90% of the young Romanians surveyed use Uber and are satisfied with the quality, convenience, and speed of the service. Despite the positive attitude, there is a paradoxical tendency among respondents to regulate ridesharing services in a similar way to traditional taxis. Ethical considerations show that respondents tend to neutralize perceptions and justify the emergence of new models as normal and beneficial for competition and consumers.