Integrating circular economy principles into a modified theory of Planned Behaviour: Exploring customer intentions and experiences with collaborative consumption on Airbnb

The sharing economy, exemplified by platforms like Airbnb, has significantly disrupted traditional business models through peer-to-peer sharing of underutilized assets. This study investigates the influence of circular economy (CE) principles and customers' past experiences on their intention to participate in collaborative consumption (CC), focusing on Airbnb. Despite economic, social, and environmental benefits, such as resource efficiency and community connections, concerns about affordable housing and community disruption persist. This research integrates CE principles into the Theory of Planned Behavior (TPB), examining attitudes, subjective norms, and perceived behavioral control as predictors of CC intention. Using a quantitative research design, data were collected from an online survey of 449 Airbnb users. The study found that economic benefits substantially affected customer attitudes towards CC, while perceived behavioral control and subjective norms significantly influenced CC intentions. Interestingly, past experience negatively moderated the relationship between attitude and CC intention, indicating that frequent users prioritize cost savings over positive product assessments. These findings highlight the importance of emphasizing economic advantages in marketing and suggest the need for educational initiatives to reshape frequent users' perceptions. This research provides practical insights for Airbnb and other CC providers to develop targeted strategies promoting customer adoption. It also offers policymakers guidance for supporting CC growth and sustainability, enhancing the TPB framework by incorporating CE principles and past experience to offer a comprehensive understanding of factors influencing CC intentions.