From Me to We: Understanding Collaborative Consumption through Human Identity and Materialism

As sustainability and humanity concerns reshape consumer behavior, collaborative consumption (CC) has gained prominence as a socially and environmentally responsible alternative. This study investigates the psychological and value-based determinants of CC by examining the influence of higher human identity like Identification with Humankind (IWHK) on Collaborative Consumption (CC), with Materialism (MAT) as a mediator and Gender as a moderator, within the theoretical lens of Construal Level Theory (CLT). Drawing on a cross-sectional survey of 314 Pakistani consumers, the study applies Partial Least Squares Structural Equation Modeling (PLS-SEM) to test hypotheses. The results reveal that IWHK, operationalized through Bonding with Humanity (BWH) and Human Kinship (HK), significantly and positively predicts CC while also exhibiting a strong negative association with materialism. Materialism, in turn, negatively affects CC and significantly mediates the IWHK and CC relationship. Contrary to expectations, gender did not significantly moderate any of the hypothesized relationships, suggesting that in the Pakistani context, social and cultural constraints may limit gender based behavioral distinctions in non-ownership consumption. These findings contribute to the literature by extending CLT into the domain of sustainable consumption and by offering empirical evidence from a developing country where CC remains underexplored. The study underscores the role of global identity and material values in shaping consumption choices and offers practical implications for businesses and policymakers aiming to design inclusive, trust-enhancing, and environmentally conscious consumption models.