Greener minds on the move: do climate anxiety and environmental knowledge drive early adoption of crowdshipping?

Purpose The rapid growth of last-mile logistics has increased the demand for sustainable and efficient delivery solutions. However, the environmental motivations behind the adoption of crowdshipping (CS) remain largely overlooked. This study aims to investigate how environmental knowledge (EK) and climate change anxiety (CCA) directly and indirectly influence CS adoption, with self-image (SIM) serving as a moderating variable. Design/methodology/approach Grounded in the stimulus-organism-response (SOR) model and self-congruity theory (SCT), this study employed an SEM approach to analyze data from potential early adopters of CS services in an emerging economy context. Findings The results reveal that CCA is the most significant predictor of CS adoption, while EK indirectly influences adoption through its effect on CCA. The moderating role of SIM is dual in nature. On the one hand, SIM strengthens the relationship between EK and CS adoption, indicating that when sustainable behaviors align with individuals' self-identity, knowledge is more likely to translate into adoption decisions. In contrast, SIM weakens the relationship between CCA and CS adoption, suggesting that motivations driven by climate anxiety become less influential when individuals already possess a strong, environmentally aligned self-image. Originality/value This study advances scholarly research on the cognitive and psychological drivers of sustainable behavior in logistics. By integrating the SOR and SCT frameworks, it offers an understanding of how environmental factors interact with self-perception to shape CS adoption. The findings offer both theoretical contributions and practical implications for promoting sustainable practices within the sharing economy.