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Introduction
Globalization has changed the structure of competition in today's economies. To obtain sustainability, the concept of shared economy is advancing. Savvy customers are paramount to the marketers as they not only demand high-quality products, but environmentally friendly products are on the wish lists. To meet up the demands, companies develop products that are safe for the environment, specifically in the sharing economies. A sharing economy serves as a system or network where the economic participants share activities such as transport, accommodation, renting, lending, trading and exchange of goods and services (Möhlmann, 2015). A paradigm shift has been observed in this context from owning to utilizing the products (Puschmann and Alt, 2016). An increase in the past decade was noticed in both scope and worth of sharing economy (Sands et al., 2020). This sharing economy concept points toward an important phenomenon, sustainability, along with other benefits in the environment. Sustainability now is a commonly used word in worldwide communities, governments, businesses and individuals. It is related to preserving the ecosystem through ideas, intentions and social commitments (Gomez-Trujillo et al., 2020). On the other hand, severe environmental pollution, depletion of natural resources and climatic changes press consumers and the governments toward green consumption (Wang and Chao, 2019). Awareness among customers about their role in promoting green consumption through the use of collaborative services is seen increasing, which ultimately is accelerating their green purchase intentions. However, driven by nostalgia, customer sometimes are reluctant to adopt ecofriendly products for various reasons, e.g. trendiness or vintage look (Cervellon et al., 2012). This was found linked with social connectedness (Zou et al., 2018); thus, possibly, the opinions of near friends and family members on green consumption and collaborative consumption could affect individual green behavior.
The sharing economy is considered a socio-economic trend that holds great importance in sustainability (Singh, 2019), contributing to environmental and individual well-being, and building social capital simultaneously (Botsman and Rogers, 2010). The importance of the sharing economy is increasing across the globe, and developing countries are taking initiatives to enhance practices to adopt green consumption patterns and ensure sustainability (Sharma Yogesh et al., 2019; Eweje, 2014). Sharing economy is a broader concept that comprises of different ideas through which sustainable and...