Driving forces of green consumption in sharing economy

Abstract

PurposeThe purpose of this study is to identify the accelerators of sharing economy that lead to sustainability by adopting green consumption. Nostalgia is studied as a mediator along with social connectedness and past orientation. Specifically, the study is based upon a framework to explore the outcomes of sharing economy through an individual's green consumption behavior from the perspective of mortality anxiety.Design/methodology/approachQuantitative research technique was employed by collecting data from 537 households through snowball sampling. The model was tested using partial least squares (SEM-VB). The validity of the theoretical and measurement model was assessed.FindingsThe results revealed that nostalgia positively influences social connectedness and past orientation, whereas social connectedness and past orientation accelerate green consumption. However, it was confirmed that nostalgia decreases green consumption.Research limitations/implicationsThe drivers of sharing economy lead toward environmentally friendly consumer behavior by providing opportunities for different agents to increase the usage of shared consumption. The model can be improved by introducing other mediating variables to enrich understanding.Practical implicationsThe study may provide opportunities for practitioners and the government to identify the key factors in a sharing economy, specifically with reference to green consumption and social connectedness. It is predicted that it will help reduce environmental deterioration.Originality/valueThis study identifies the role of mortality anxiety and nostalgia toward green consumption, predominantly in the context of a sharing economy. It is a forward to collaborative consumption.