Pro-environmental behavioural intentions of sharing economy users

Purpose: In light of growing concerns over climate change and unsustainable consumption patterns, this study investigates the pro-environmental behavioural (PEB) intentions of sharing economy users which remain under-explored.

Design/methodology/approach: We employ complexity theory and use fuzzy-set Qualitative Comparative Analysis (fsQCA) and Necessary Condition Analysis (NCA) as analytical methods, to uncover the complex interactions between various antecedents and their impact on sharing economy users’ PEB intentions.

Findings: Our results identify three configurations that encourage PEB intentions among users: a) behavioural aspects, b) attitudes and attributes and c) pro-environmental Airbnb. Specifically, this study reveals how guest attitudes, green self-identity and perceived behavioural control (individual antecedents) interact with host green attributes (host-driven factor) and subjective norms (societal influence) to shape sharing economy users’ PEB intentions. By integrating these antecedents through a configurational lens, the study demonstrates that different combinations of personal, host and social factors can foster PEB intentions.

Originality: While PEB intentions have been extensively examined in traditional economy settings, the topic has received scarce attention in the sharing economy context. The proposed configurations contribute to a deeper understanding of how consumer engagement in environmental sustainability can be fostered in a sharing economy setting. As such, the study contributes important theoretical and practical insights, serving as a foundation for future studies on PEB in the broader context of the sharing economy while informing sharing economy actors on promoting environmental sustainability through targeted interventions.