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The current study is exploring factors affecting social and sharing behavioral intentions. The paper proposes a new theory, the consumer social behavior theory, which aids in understanding social behaviors. This is through the convergence of the theory of planned behavior (TPB) and norm activation theory (NAT) to foster the understanding of sharing and social behaviors. Religiosity, as a cultural and psychological factor, along with five major predictors of sharing practices are also incorporated. These predictors are economic benefits, sustainability, enjoyment, trust and difficulties in sharing practices.

The current study takes a new route through proposing a new theoretical contribution and developing a new theory termed consumer social behavior theory (CSBT) to be commonly used in social behavioral contexts.

The CSBT is an output of integrating two prominent theories in pro-social and pro-environmental contexts. It is found that integrating both theories help in thoroughly examining behavioral intentions. Religiosity is found to significantly impact intentions towards social behaviors, yet no study examined its role in sharing and social behaviors contexts.

This study is contributing to and enriching the sharing economy research domain through new theoretical developments. A theory adaptation for TPB and NAT was conducted to advance a thorough understanding of sharing and social behavioral intentions. This work is considered the first of its kind to develop an integrated view for sharing and social behaviors.

The paper examines three main stakeholders in the market and their roles toward achieving sustainability marketing. Those stakeholders are consumers, companies and policymakers. The current study is examining consumers’ attitudes toward sustainability marketing and their purchase intentions of sustainable products through the use of theory of planned behavior. The paper is also examining the role of companies and policymakers in encouraging consumers to consider sustainability in their purchasing decisions.

Concurrent research study is applied, where qualitative and quantitative research methods are conducted at the same time for different purposes with equal weights. Qualitative interviews were applied with fast-moving consumer goods companies and policymakers, while quantitative surveys were applied with Egyptian consumers.

The results showed that companies are taking serious and effective steps in transforming their marketing strategies into sustainable marketing ones. The government role is still limited as there are no strict laws and regulations that force companies and factories in Egypt to develop sustainability marketing strategies. Consumers’ attitudes were highly affected by firms' sustainable practices as well as subjective norms that led to influencing their intentions toward purchasing sustainable products.

Although the topic of sustainability marketing is considered by a plenty of researchers in the academic discipline, there are no studies that have combined the main three stakeholders' roles in achieving sustainability marketing in one study. The study highlights the impact of government role and firms' role on consumers' attitudes and purchase intentions toward sustainable products, especially convenient products. This was done through the adoption of the theory of planned behavior.

The purpose of this paper is to examine consumer intentions toward carpooling as a collaborative consumption practice. The paper uses the theory of planned behavior (TPB) in studying consumer intentions toward carpooling. It extends the theory to add personal norms as a major component in examining consumer intentions. It also adds two main motivational factors for collaborative consumption, which are economic benefits and sustainability.

This study is a conclusive descriptive study using surveys. The research sample consists of 500 respondents from millennials. The study uses structural equation modeling to analyze the survey results.

Results showed that subjective norms and attitudes had the most significant impact on intentions toward carpooling, followed by perceived behavioral control (PBC) and personal norms. Economic benefits and sustainability also showed a significant impact on attitudes toward carpooling practice. Measurement and structural models showed a good model fit.

The paper provides original data on consumer intentions toward carpooling as a type collaborative consumption behavior using the TPB with the inclusion of personal norms. The research also contributes to the growing nuances of sustainability in the context of the sharing economy. The study is considered the first of its kind to combine the TPB, personal norms and motivators of collaborative consumption, including economic benefits and sustainability, to examine their impact on intentions toward carpooling.

The purpose of this paper is to explore the role of religiosity in online collaborative consumption contexts. It analyzes the impact of religiosity in influencing consumer life decisions and behaviors. The proposed framework is based on the norm activation theory (NAT) with religiosity added to it based on the extant literature. The paper aims to provide implications for marketing researchers and practitioners derived from its analysis and propositions.

The current paper proposes a model for marketing researchers to consider the role of religiosity as a cultural and psychological factor in influencing online collaborative consumption. The NAT is adopted as the base of the conceptual model. The model posits research propositions on the potential interaction of religiosity with existing relationships in the theory to predict online collaborative consumption behavior.

The NAT is considered a prominent model in studying pro-environmental behaviors and it was adopted in various studies. Some researchers adopted the theory to study collaborative consumption as a pro-environmental behavior. Religiosity was found to significantly impact pro-environmental behaviors, but no research was found regarding its impact on collaborative consumption. The paper concludes with recommendations for future research and implications to marketing practitioners about the role of religiosity in influencing collaborative consumption behavior.

Although there were few research studies that exist in discussing the role of religiosity in explaining consumer behavior, it could be argued that this paper is the first of its kind, according to the best of the authors’ knowledge, that discusses the role of religiosity in online collaborative consumption contexts through the use of NAT.