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

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.