INVESTIGATING THE RELATIONSHIP BETWEEN ENVIRONMENTAL CONSCIOUSNESS AND SHARING ECONOMY ATTITUDES AMONG YOUTH IN SERBIA

This paper explores the relationship between environmental consciousness and attitudes towards the sharing economy, aiming to shed light on the potential interplay between environmental awareness and participation in collaborative consumption practices. The research investigates whether individuals with a heightened environmental consciousness exhibit more favorable attitudes towards sharing economy initiatives. By delving into the motivations, values, and perceptions that shape environmentally conscious decisions of individuals, the paper seeks to unravel the underlying factors influencing their engagement with sharing platforms. A conceptual model is proposed to explore the mentioned relationships. To test the validity of the model, we conducted a survey among the Gen Z population in Belgrade, Republic of Serbia. The model was verified using structural equation modelling (SEM). The results point out that environmental consciousness and environmental behavior impact perceptions and attitudes regarding the sharing economy. However, that impact is moderate to low. The research implications extend to policy-makers, businesses, and scholars seeking to understand and promote sustainable practices within the context of the sharing economy.