Does green morality lead to collaborative consumption behavior toward online collaborative redistribution platforms? Evidence from emerging markets shows the asymmetric roles of pro-environmental self-identity and green personal norms

Dawei Shang and Weiwei Wu

Journal of Retailing and Consumer Services, 2022, vol. 68, issue C

Abstract: The collaborative consumption toward online collaborative redistribution platforms can potentially ease sustainability problems. Although it has attracted the attention from academics and practitioners, research on its determinants and influencing mechanism is limited. This study develops an integrated theoretical framework to explore the impact of green morality and platform quality as potentially essential yet previously unexamined antecedents of collaborative consumption behavior toward online collaborative redistribution platforms. A questionnaire survey was conducted in a crucial emerging market, and consumer responses were assessed using a structural equation model. The results reveal that the green morality motive (i.e., pro-environment self-identity and green personal norms) and platform quality are determinants of collaborative consumption behavior. Second, platform quality moderate the relationship between green personal norms and attitude. Accordingly, the asymmetric roles of pro-environmental self-identity and green personal norms as green morality components are revealed. Third, attitude and intention play mediating roles in the relationship between collaborative consumption actions and antecedents. Finally, implications for both research and practice are discussed.

Keywords: Collaborative consumption; Green morality; Pro-environment self-identity; Green personal norm; Platform quality; Online collaborative redistribution platforms (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698922000868
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:68:y:2022:i:c:s0969698922000868

DOI: 10.1016/j.jretconser.2022.102993

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().