Effect of Extrinsic Social Religiosity on Collaborative Consumption Behaviour: Mediating Role of Altruistic Environmental Concern

This paper is a pioneer in investigating the effect of extrinsic social religiosity on collaborative consumption behaviour through mediation by altruistic environmental concerns through survey-based research on Muslim consumers. The study framework is based on the value-attitude-behaviour model. The data is collected from Muslim consumers in Pakistan. Four hundred fifty-eight usable structured survey responses were collected using purposive sampling and the data was analysed by employing PLS-SEM through SmartPLS4 software. The results demonstrate a significantly positive impact of extrinsic social religiosity on Muslim consumers’ altruistic environmental concerns and collaborative consumption behaviour. Altruistic environmental concerns were also found to mediate this association positively. The study presents novel findings and extends the emerging literature on collaborative consumption and religiosity. Policymakers and marketers should integrate Islamic extrinsic social religiosity values of communal welfare and collaboration while creating sustainability and marketing appeals to the Muslim population and markets.