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oai:riubu.ubu.es:10259/113192026-02-05T01:05:54Zcom_10259_6193com_10259_4147com_10259.4_106com_10259_2604com_10259_4731com_10259_5086com_10259_7384col_10259_6194col_10259_4732col_10259_7385

Antón Maraña, Paula Pérez Cornejo, Clara Rodríguez Torrico, Paula 2026-02-04T08:06:59Z 2026-02-04T08:06:59Z 2025-10 0736-3761 https://hdl.handle.net/10259/11319 10.1108/JCM-01-2025-7569 2052-1200 Purpose – Current consumption patterns have aggravated environmental degradation. In response, collaborative consumption (CC) through collaborative platforms (CPs) has emerged as a sustainable alternative. Although CPs can support sustainability, their environmental benefits remain contested, following the observation of consumerism rebound effects. Given education’s potential to increase knowledge about the importance of sustainability, this study aims to explore the impact of sustainable development education (SDE) on the extrinsic motivations (functional utility, economic utility, moral utility and hedonic utility) and intrinsic motivations (ecological awareness, eco-anxiety, green orientation and consumerism) that improve attitudes toward CPs and increase intentions to use them. Design/methodology/approach – This research is based on two studies, each using a different sample: one of high school students (N = 232) and one of older people enrolled in a lifelong learning program (N = 157). A questionnaire collected the data that were analyzed to test the research hypotheses. Findings – SDE significantly influences intrinsic and extrinsic motivations. The results suggest that CPs are primarily used for commercial rather than sustainability purposes because attitudes are predominantly shaped by extrinsic motivations. In addition, motivators play a mediating role in the proposed model. Practical implications – This study highlights critical social and practical implications by emphasizing the need for educational systems that promote responsible consumption and challenge students’ consumeristic and materialistic tendencies. Originality/value – To the best of the authors’ knowledge, this study is the first to examine the influence of SDE on CC and comprehensively explore the roles of intrinsic and extrinsic motivations in the context of CPs, shedding light on the CC paradox. This work was supported by the Spanish Ministry of Science, Innovation and Universities of Spain, MCIN/AEI/10.13039/501100011033 [projects: ref. ID2023-152671OB-I00 and ref. PID2023-148263OA-I00]. The first author was financially supported by the Spanish Universities’ Ministry under the University Teachers’ Training Programme (FPU/00606– 2021). application/pdf eng Emerald Journal of Consumer Marketing. 2025 https://doi.org/10.1108/JCM-01-2025-7569 Atribución-NoComercial 4.0 Internacional http://creativecommons.org/licenses/by-nc/4.0/ info:eu-repo/semantics/openAccess Collaborative consumption Collaborative platforms Sustainable development education Intrinsic/extrinsic motivations Attitudes Self-determination theory Educación ambiental Desarrollo sostenible Consumo colaborativo Environmental education Sustainable development How does sustainable development education shape motivations for using collaborative consumption platforms? info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Journal of Consumer Marketing