How Does the Spiritual Fit Between Individuals and Platforms Affect the Sharing Green Consumption Behavior?

Given the constraints of resource scarcity and environmental pollution, it has become an inevitable trend to promote the sharing green consumption behavior (SGCB) through a shared online platform. This study firstly proposed the spiritual fit (SF) between individuals and platforms and subdivided the dimensions of SF. Subsequently, based on in-depth interviews and a questionnaire survey, we deeply explored the mechanism of SF to transform into SGCB. Then we use correlation analysis and regression analysis to investigate the main effect of SF on SGCB, the mediating effect of green functional trust (GFT) and green value trust (GVT), and the moderating effect of social connection (SC). We find the following innovative conclusions: the three dimensions of SF between individuals and platforms, namely, spiritual perception fit, spiritual emotion fit, spiritual conation fit have significant main effects on SGCB; the two dimensions of green trust (GT), namely, GFT and GVT partially mediate between SF and SGCB. The moderating effect of SC on each path varies. On this basis, we construct a theoretical model of SF between individuals and platform-GT-SGCB to determine the factors influencing SGCB. Finally, this study proposes targeted policy implications to provide reference for the public to practice the SGCB independently.