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Renting vs buying- the role of public and private contexts in identity- based consumer behavior
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The sharing economy has significantly redefined consumer behavior, yet its influence on identity expression remains an area that has received insufficient scholarly attention. This thesis examines the interplay between ownership mode (renting vs. purchasing) and social context (public vs. private) in shaping identity-driven preferences within the furniture rental market, employing a 2x2 between-subjects factorial design. Anchored in the Extended Self Theory (Belk 1988) and Identity Based Motivation Theory (Oyserman 2009), this study delineates critical behavioral patterns. Renting is associated with a greater likelihood of identity-incongruent choices, reflecting greater
openness to diverse consumption patterns, while purchasing aligns more strongly with identity congruent preferences. Social context further moderates these effects: public settings enhance conformity pressures, encouraging identity-consistent decisions, while private settings provide a space for greater identity exploration. By addressing a critical gap in the literature, this research offers a nuanced perspective on traditional ownership paradigms as central to identity alignment. Practical recommendations are provided for businesses seeking to adapt to evolving consumer preferences in the sharing economy.
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Consumer behaviour Identity-based consumption Psychological ownership Sharing economy Social context and consumption