Abstract
Purpose This paper develops and empirically tests a new motivational model explaining consumers' intentions to continue sharing used goods via online platforms as a form of pro-environmental behaviour. Specifically, it introduces and conceptualizes consumers' product sharing for reuse engagement (PSRE) as an intrinsic motivational factor and examines how it interacts with extrinsic motivation in the form of economic benefits, as well as with enjoyment derived from using a sharing platform.Design/methodology/approach The proposed model is tested using partial least squares structural equation modelling (PLS-SEM) based on survey data collected from consumers who are experienced in sharing used apparel products through a specialized online sharing platform.Findings The results show that intrinsic motivation, operationalized as product sharing for reuse engagement, and extrinsic motivation, represented by economic benefits, exert comparable direct effects on intentions to continue sharing used goods. In addition, PSRE exerts an indirect effect through the enjoyment of the sharing process. Most importantly, the findings reveal a motivational substitution effect: as PSRE increases, the influence of extrinsic economic benefits on sharing intentions weakens, indicating that highly engaged consumers rely less on financial incentives.Originality/value Building on sustainability and consumer engagement literature, this study introduces the novel concept of product sharing for reuse engagement in the context of pro-environmental consumption. Its primary contribution lies in the uncovering of the motivational mechanism that suggests a distinct form of interaction between intrinsic and extrinsic motivations in shaping sharing intentions. By demonstrating a negative moderating effect of PSRE on the impact of extrinsic motivation on intentions, the findings extend existing motivational theories. Furthermore, by highlighting the role of enjoyment in sustaining sharing behaviour, the study provides insights for sustainability-oriented consumer practices that use online platforms.