Fogyasztói magartartás a likvid modernitásban

Szakirodalmi áttekintés a likvid fogyasztásról




access-based consumption, liquid consumption, consumer behaviour


Recent digitalisation and technological innovations are bringing new phenomena to many areas, and consumer behaviour is no exception. In addition to materialistic, possession-based consumption, the consumption of goods and services with temporary access is gaining ground. These include car and property sharing, and the consumption of digital content on subscription. Consumers not only relieve themselves of the burden of ownership, but also find it easier to satisfy their rapidly changing needs and preferences through so-called liquid consumption. This phenomenon has been the focus of significant research over the past decade, with nearly a third of international studies published in 2020 exploring the
topic. This paper aims to summarise the research results on liquid consumption and to introduce them into the Hungarian academic literature. Based on the literature review, several future research directions can be outlined. The most important is the complex analysis of access-based consumption beyond sharing in terms of consumer behaviour.


Download data is not yet available.

Author Biographies

Nóra Kisfürjesi, Corvinus University of Budapest

PhD student

Ágnes Hofmeister-Tóth, Corvinus University of Budapest

Professor Emerita


Acquier, A., Daudigeos, T., & Pinkse, J. (2017). Promises and paradoxes of the sharing economy: An organizing framework. Technological Forecasting and Social Change, 125, 1-10.

Adorno, T. (2001). The Culture Industry: Selected Essays on Mass Culture. New York: Routledge. Agarwal, N., & Steinmetz, R. (2019). Sharing Economy: A Systematic Literature Review. International Journal of Innovation and Technology Management, 16(6), 1930002.

Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.

Albinsson, P.A., & Perera, B.Y. (2012). Alternative marketplaces in the 21st century: Building community through sharing events. Journal of Consumer Behaviour, 11(4), 303–315.

Albinsson, P. A., Perera, Y. B., Nafees, L., & Burman, B. (2019). Collaborative Consumption Usage in the US and India: An Exploratory Study. Journal of Marketing Theory and Practice, 27(4), 390-412.

Arvidsson, A., & Caliandro, A. (2016). Brand Public. Journal of Consumer Research, 42(5), 727–748.

Aspara, J., & Wittkowski, K. (2019). Sharing-Dominant Logic? Quantifying the Association between Consumer Intelligence and Choice of Social Access Modes. Journal of Consumer Research, 46(2), 201– 222.

Atanasova, A. (2021). Re-examining utopia in contemporary consumption: conceptualization and implications for marketing. AMS Review, 0123456789.

Atanasova, A., & Eckhardt, G. M. (2021). The broadening boundaries of materialism. Marketing Theory, 21(4), 481–500.

Bardhi, F., & Eckhardt, G.M. (2012). Access based consumption: the case of car sharing. Journal of Consumer Research, 39(4), 881-898.

Bardhi, F., & Eckhardt, G. M. (2017). Liquid consumption. Journal of Consumer Research, 44(3), 582–597.

Bardhi, F., Eckhardt, G. M., & Arnould, E. J. (2012). Liquid relationship to possessions. Journal of Consumer Research, 39(3), 510–529.

Bauman, Z. (2000). Liquid Modernity. Cambridge, UK: Malden, MA: Polity Press; Blackwell. Beckett, A., & Nayak, A. (2008). The reflexive consumer. Marketing Theory, 8(3), 299-307.

Belk, R. W. (2013). Extended self in a digital world. Journal of Consumer Research, 40(3), 477–500.

Belk, R.W. (2014a). Sharing Versus Pseudo-Sharing in Web 2.0. The Anthropologist, 18(1), 7-23.

Belk, R. (2014b). You Are What You Can Access: Sharing and Collaborative Consumption Online. Journal of Business Research, 67, 1595-1600.

Benkler, Y. (2004). Sharing Nicely: On Shareable Goods and the Emergence of Sharing as a Modality of Economic Production. The Yale Law Journal, 114(2), 273– 358.

Benoit, S., Baker, T.L., Bolton, R.N., Gruber, T., & Kandampully, J. (2017). A triadic framework for collaborative consumption (CC): Motives, activities and resources & capabilities of actors. Journal of Business Research, 79, 219-227.

Binkley, S. (2008). Liquid consumption. Cultural Studies, 22(5), 599-623.

Botsman, R. (2012). The currency of the new economy is trust. TED Talk.

Cherry, C. E., & Pidgeon, N. F. (2018). Is sharing the solution? Exploring public acceptability of the sharing economy. Journal of Cleaner Production, 195, 939- 948.

Cheng, M. (2016). Sharing economy: A review and agenda for future research. International Journal of Hospitality Management, 57, 60-70.

Cohen, M.J. (2017). The Future of Consumer Society: Prospects for Sustainability in the New Economy. Oxford: Oxford University Press.

Dholakia, N., & Firat, A. F. (2019). Markets, consumers and society in the age of heteromation. European Journal of Marketing, 53(8), 1504–1520.

Eckhardt, G. M., Houston, M. B., Jiang, B., Lamberton, C., Rindfleisch, A., & Zervas, G. (2019). Marketing in the Sharing Economy. Journal of Marketing, 83(5), 5–27.

Eckhardt, G. M., & Bardhi, F. (2019). New dynamics of social status and distinction. Marketing Theory, 20, 85-102.

Eckhardt, G.M. & Bardhi, F. (2016). The relationship between access practices and economic systems. Journal of the Association for Consumer Research, 1(2 Special Issue: Consumer ownership and sharing), 210–225.

Ertz, M., Durif, F., & Arcand, M. (2016) Collaborative Consumption: Conceptual Snapshot at a Buzzword. Journal of Entrepreneurship Education, 19(2), 1-23.

Fritze, M. P., Marchand, A., Eisingerich, A. B., & Benkenstein, M. (2020). Access-Based Services as Substitutes for Material Possessions: The Role of Psychological Ownership. Journal of Service Research, 23(3), 368– 385.

Gumulya, D. (2020). The role of perceived enjoyment in people’s attitude to accept toy and equipment renting for children: A comparative study between people who have been using the service versus those who have never used the rental service. Management Science Letters, 10(9), 2119-2130.

Hamari, J., Sjöklint, M., & Ukkonen, A. (2015). The sharing economy: Why people partecipate in collaborative consumption. Journal of the Association for Information Science and Technology, 67(9), 2047-2059.

Hofmann, E., Hartl, B., & Penz, E. (2017). Power versus trust – what matters more in collaborative consumption? Journal of Services Marketing, 31(6), 589–603.

Hossain, M. (2020). Sharing economy: A comprehensive literature review. International Journal of Hospitality Management, 87(May), 102470.

Jacobsen, M. H. (2008). Bauman on Utopia: Welcome to the Hunting Zone. In M. H. Jacobsen & P. Poder (Eds.), The sociology of Zygmunt Bauman: Challenges and critique (pp. 209-230). London: Routledge.

Jin, XL., Zhou, Z., & Tian, Y. (2020). A Configurational Analysis of the Causes of Consumer Indirect Misbehaviors in Access-Based Consumption. Journal of Business Ethics, 175, 135-166.

Kozlenkova, I.V., Lee, JY., Xiang, D., & Palmatier, R. W. (2021). Sharing economy: International marketing strategies. Journal of International Business Studies. 52, 1445–1473.

Kumar, V., Lahiri, A., & Dogan, O.B. (2017). A strategic framework for a profitable business model in the sharing economy. Industrial Marketing Management, 69, 147–160.

Lamberton, C., & Rose, R. (2012). When is ours better than mine? A framework for understanding and altering Participation in commercial sharing systems. Journal of Marketing, 76(4), 109-125.

Lawson, S. J., Gleim, M. R., & Hartline, M. D. (2021). Decisions, decisions : variations in decision-making for access-based consumption. Journal of Marketing Theory and Practice, 29(3), 358-374.

Lawson, S. J., Gleim, M. R., Perren, R., & Hwang, J. (2016). Freedom from ownership: An exploration of access-based consumption. Journal of Business Research, 69(8), 2615–2623.

Lee, S.H.N., & Chow, P. (2020). Investigating consumer attitudes and intentions toward online fashion renting retailing. Journal of Retailing and Consumer Services, 52, 101892.

Littell, J. H., Corcoran, J., & Pillai, V. (2008). Systematic reviews and meta-analysis. New York: Oxford University Press.

Loussaïef, L., Ulrich, I., & Damay, C. (2019). How does access to luxury fashion challenge self-identity? Exploring women’s practices of joint and non-ownership. Journal of Business Research, 102, 263-272.

Mai, S., Ketron, S., & Yung, J. (2020). How individualism– collectivism influences consumer responses to the sharing economy: Consociality and promotional type. Psychology & Marketing, 37(5), 677-688.

Martin, C. J. (2016). The sharing economy: A pathway to sustainability or a nightmarish form of neoliberal capitalism? Ecological Economics, 121, 149-159.

McWilliams, D. (2015). The Flat White Economy. London, New York: Duckworth Overlook.

Minami Luri, A., Ramos, C., & Bruscato Bortoluzzo, A. (2021). Sharing economy versus collaborative consumption: What drives consumers in the new forms of exchange? Journal of Business Research, 128, 124- 137.

Moeller, S., & Wittkowski, K. (2010). The burdens of ownership: Reasons for preferring renting. Managing Service Quality, 20(2), 176-191.

Morewedge, C. K., Monga, A., Palmatier, R. W., Shu, S. B., & Small, D. A. (2021). Evolution of Consumption: A Psychological Ownership Framework. Journal of Marketing, 85(1), 196–218.

Murillo, D., Buckland, H., & Val, E. (2017). When the sharing economy becomes neoliberalism on steroids: Unravelling the controversies. Technological Forecasting & Social Change,125, 66-76.

Ozanne, L. K., & Ballantine, P. W. (2010). Sharing as a form of anti-consumption? An examination of toy library users. Journal of Consumer Behaviour, 9(6), 485-498.

Özbölük, T. (2021). The pursuit of uniqueness and craving for freedom: the meaning of luxury in the age of access. Leisure Studies, 40(2), 227-242.

Petrelli, D., & Whittaker, S. (2010). Family memories in the home: contrasting physical and digital mementos. Personal and Ubiquitous Computing, 14, 153–169.

Puntoni, S., Reczek, R. W., Giesler, M., & Botti, S. (2021). Consumers and Artificial Intelligence: An Experiential Perspective. Journal of Marketing, 85(1), 131–151.

Santoso, A. S., & Erdaka, A. (2015). Customer Loyalty in Collaborative Consumption Model: Empirical Study of CRM for Product-Service System-Based e-Commerce in Indonesia Adhi. Procedia Computer Science, 72, 543-551.

Schaefers, T., Lawson, S.J., & Kukar-Kinney, M. (2015). How the burdens of ownership promote consumer usage of access-based services. Marketing Letters, 27(3), 569–577.

Schaefers, T., Wittkowski, K., Benoit Moeller, S. & Ferraro, R. (2016). Contagious effects of customer misbehavior in access-based services. Journal of Service Research, 19(1), 3–21.

Sinclair, G., & Tinson, J. (2017). Psychological ownership and music streaming consumption. Journal of Business Research, 71, 1–9.

Snyder, H. (2019). Literature review as a research methodology: An overview and guideline. Journal of Business Research, 104, 333-339.

Tassi, P. (2021). Microsoft missed its Xbox Game Pass targets, here’s why. Forbes, Oct 20, 2021.

Ter Huurne, M., Ronteltap, A., Corten, R., & Buskens, V. (2017). Antecedents of trust in the sharing economy: A systematic review. Journal of Consumer Behaviour, 16(6), 485–498.

Trenz, M., Frey, A., & Veit, D. (2018). Disentangling the facets of sharing: A categorization of what we know and don’t know about the Sharing Economy. Internet Research, 28(4), 888–925.

Yeganeh, H. (2021). An analysis of factors and conditions pertaining to the rise of the sharing economy. World Journal of Entrepreneurship, Management and Sustainable Development, . 17, 582-600.

Young, A. (2016). Is Staying In the New Going Out? The New York Times, 12. 04.

Ufford, S. (2015). The future of the sharing economy depends on trust. Forbes, 10. 02.

Willman-Iivarinen, H. (2017). The future of consumer decision making. European Journal of Futures Research, 5(1), 1-14.

Wagner, N., & Strulak-Wójcikiewicz, R. (2020). Concerns about the technology used by collaborative platforms – a challenge for managers. Procedia Computer Science, 176, 2536-2545.




How to Cite

Kisfürjesi, N., & Hofmeister-Tóth, Ágnes. (2022). Fogyasztói magartartás a likvid modernitásban: Szakirodalmi áttekintés a likvid fogyasztásról. Vezetéstudomány / Budapest Management Review, 53(8-9), 30–41.