Understanding collaborative consumption behavior in the context of car-sharing: an ethical perspective and empirical analysis

Purpose This study aims to understand collaborative consumption behavior in the context of car-sharing. In this endeavor, it uses a combined theoretical lens of value-belief-norm (VBN) theory and the issue-contingent model of ethical decision-making. The study considers environmental concern as an ethical issue and examines collaborative consumption behavior through an ethical lens. Specifically, it investigates the phenomenon during pre- and post-COVID-19 to understand differences in collaborative consumption behavior. Design/methodology/approach This research employs a survey-based approach and conducts two cross-sectional studies, one pre-COVID-19 and the other post-COVID-19. The analysis was conducted using partial least squares-based structural equation modeling (PLS-SEM). Findings The results support all hypothesized relationships based on the VBN theory and the issue-contingent model of ethical decision-making during both pre- and post-COVID-19 periods, except for the moderating effect of ethical idealism on the relationship between belief and norm during the pre-COVID-19 period. However, a significant moderating effect of ethical idealism on the relationship between belief and norm post-COVID-19 suggests that consumers now recognize the importance of considering others’ welfare in addition to their environmental concerns. The multi-group analysis highlights the increased importance consumers assign to an ethical perspective post-COVID-19 when engaging in collaborative consumption, such as car sharing. Originality/value This study contributes to the collaborative consumption literature by demonstrating how such consumption is impacted by consumers’ VBN chain and judgment of collaborative consumption as an ethical issue. It also offers new insights into collaborative consumption behavior through the combined lens of the issue-contingent model of ethical decision-making and VBN theory. In addition, it shows that consumers have mainstreamed car-sharing as a form of collaborative consumption post-COVID-19, and consumers’ ethical idealism has a significant role in reinforcing the linkage between their beliefs and norms.