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Purpose: The current study aims to analyse the relationship among motivation, constraints and intention to participate in collaborative consumption, with attitude acting as a mediating variable. The study also aims to unravel the role of trust dimension within the context of collaborative consumption. Research methodology: The descriptive research design is applied for the present study. Random sampling techniques including area sampling is applied. Data analysis: Linear regression, approach is applied to analyse the data. Hierarchical multiple regression is used to assess the effects of a moderating variable. Findings: Economic concerns are less important as compared to environmental concerns. Materialistic traits of consumers prevent them from participating in collaborative consumption, and perceived risk also acts as a barrier. Attitude has a very important role in collaborative consumption. Institution-based trust is an impactful independent variable but shows no moderating impact. Implications: Marketers can increase the economic benefits of consumers through discount and loyalty cards. Because environmental concerns have a huge impact on attitude and intention, marketers must emphasize on the sustainability aspect of their offerings. For millennials, the most valuable things in life are the lived experiences instead of possessions (Morgan, 2019). Therefore, marketers must leverage on consumer experiences rather than goods. Most importantly, marketers need to focus on the attitude factor. Moreover, the companies must emphasize on the security of the Internet and must explicitly mention the structural and technological safeguards for promoting trust among consumers. The digital platforms can incorporate various measures that can help in promoting privacy and security of the consumers. Areas such as authentication, encryption and integrity need to be given more attention. Originality/value: The study has filled the gap in the existing literature by examining the mediating role of attitude on the relationship of motivations and constraints and behavioural intentions. The study has also contributed by exploring institution-based trust in collaborative consumption.

The purpose of this study is to test the mediating role of attitude on the motivations and constraints for collaborative consumption and to test the impact of perceived hygiene and cleanliness issues and anticipated financial guilt in the collaborative consumption by applying behavioural reasoning theory. A descriptive research design is adopted. Responses collected from 200 responses were subjected to statistical refinement and linear regression. The findings reveal that economic benefits and perceived sustainability demonstrated an insignificant impact on the attitude. However, the institution-based trust showed a positive impact on the attitude. The attitude is a strong mediating variable. Without the attitude, the consumers have no intention. Anticipated financial guilt and perceived hygiene and cleanliness issues have a negative impact on intention, when mediated by the attitude. The study implies that marketers need to build a strong attitude towards the collaborative consumption. Also, they need to target the middle- and higher-income groups with economic appeal. Practitioners must position their products as sustainable. They must build trust by addressing the concerns of the consumers. Practitioners need to increase awareness that they are doing the business taking the utmost care of hygiene.

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