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In this article we aim to increase understanding of which social factors are central when looking at de‐ownership orientation (DOO), collaborative consumption attitudes (CCA) and collaborative consumption intentions (CCI). In addition, we analyze how DOO, CCA and CCI are linked to each other. We scrutinize DOO, CCA and CCI in Finland during a period of economic crisis. Our results show that DOO is rather evenly spread across the socio‐demographic groups, and that CCA is at a much higher level than CCI among the respondents. CCA is less impacted by factors that originate from a consumer's social and economic conditions. The studied concepts are found to be closely associated: with the increase in DOO, the propensity for CCI and CCA to increase also grows. However, DOO has a stronger effect on CCA than on CCI. Of studied socio‐economic features, age clearly has the strongest effects on each …