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This study aims to examine how the effect of gender on entrepreneurial growth aspirations is moderated differently by individual resources (human and financial capital) compared to those within the social environment (availability of entrepreneurial knowledge and role models).

A multilevel estimator is used to investigate the determinants of growth aspirations of owners-managers of nascent start-ups. The Global Entrepreneurship Monitor database is employed, covering the period 2007–2019, with 99,000 useable cases drawn from 95 countries.

The results suggest that individual financial resources and human capital have positive effects on entrepreneurial growth aspirations; yet these effects are weaker for female entrepreneurs relative to males. In contrast, the impact of the availability of entrepreneurial social knowledge and role models on their growth aspirations is more positive than for male entrepreneurs.

This study offers a novel insight into entrepreneurial growth ambition, as it utilises a global perspective to scrutinise whether individual and social resources contribute differently to male versus female growth-aspirations, employing a multilevel approach. It also integrates insights from the resource-based view and from the relevant business literature on entrepreneurs’ gender to develop theoretical explanations.

Using the stimulus-organism-response (SOR) theory, this study explores the effect of religiosity, resource sharing and environmental attitudes on minimalist behaviour in sharing economy-based services and its subsequent influence on customer citizenship behaviour.

This research employed a descriptive, quantitative and cross-sectional design, examining data from 530 Indian tourists who used sharing economy-based services. The proposed conceptual model was evaluated through partial least squares-structural equation modelling (PLS-SEM), and the impact of control variables was examined via PLS-multi-group analysis (PLS-MGA).

The study findings validated that religiosity, resource sharing and environmental attitudes significantly foster minimalist behaviour in sharing economy-based services. This minimalist behaviour, in turn, positively impacts customer citizenship behaviour, affecting aspects such as tolerance, feedback, advocacy and assistance to others. The model's outcomes also indicated the substantial moderating roles of age and gender.

This study is novel in its exploration of how religiosity, resource sharing and environmental attitudes as stimuli can shape minimalist behaviour within sharing economy-based services and further influence customer citizenship behaviour. By uncovering the significant roles of age and gender in this context, the research offers unique insights into understanding the dynamics of consumer behaviour within the burgeoning sharing economy. The findings provide valuable direction for stakeholders in the sharing economy and policymakers aiming to cultivate positive consumer behaviours and advance the sector's sustainability.

Consumer choice theory (CCT) and the law of diminishing marginal utility help to explain shoppers that value less and prioritize needs. Additional units provide a marginal return on investment. Buying more does not mean equivalent gains for additional money spent. The researchers developed and validated the necessity shopper scale (NSS) to study need-focused shoppers.

The researchers followed standard psychometric practices to create and validate the NSS. The researchers performed item development, data collection, exploratory analysis, confirmatory factor analysis, and predictive validity analysis using survey data (N = 1,266).

Discriminant and convergent validity analyses demonstrated that the measure was distinct from existing measures. Predictive validity analysis found necessity shoppers (NS) are more likely to buy one over buy one get one half off (BOGOHO). NS were associated with a higher connection to community/group (CTCG). Higher hyperopia (i.e. disinclination to indulgence) with necessity shopping beliefs heightened this CTCG. A higher CTCG was associated with a greater likelihood to select BOGOHO.

NS (more connected to others) buy more to share with others, while buying just enough for themselves. Social connections are long-term investments involving more people and more needs to fulfill. Brands marketed with communal values and able to enhance social connections are discussed as implications to encourage NS to buy more.