ABSTRACT
The aim of this paper is to examine the role of religiosity in the context of sharing economy through the use of the two main activators in the norm activation theory (NAT). These activators are awareness of consequences (AC) and ascription of responsibility (AR). Sharing economy is an imperative step to be considered especially in developing countries to save money, time and resources. Collaborative consumption is considered a major practice under the umbrella of sharing economy, and it falls under pro-social and pro-environmental behaviours. Religiosity plays a major role in consumer pro-environmental and pro-social behaviours and affects their purchase decisions. The paper aims to shed light on the role and influence of religiosity on collaborative consumption behaviours in a Muslim country through the use of NAT. A conclusive descriptive study is applied using surveys. The study is conducted on Egyptian millennials of a total of 500 respondents. Results revealed that religiosity plays a significant role on individual’s AC for their actions on the environment and the society and their AR to behave collaboratively. The paper focuses on examining the role of religiosity in a sharing economy context. Collaborative consumption as a sharing economy practice is considered in the current study. It is the first research of its kind to examine the influence of religiosity on collaborative consumption.
