Self-Congruence in Ridesharing: Service-Embedded Products and the Moderating Role of Materialism

This cross-country research examines how congruence with service-embedded products influences consumers’ ridesharing intentions in the U.S. and India. Conceptualizing vehicles as tangible service elements, we position self-congruence as an antecedent condition for service access in collaborative consumption (CC). Study 1 explores consumers’ reasons for accepting or rejecting rides based on vehicle attributes, signaling embedded product incongruence. Study 2 tests whether self-congruence and self-incongruence shape CC attitudes and intentions. PLS-SEM analysis shows that self-congruence increases attitudes and intentions in both countries, while self-incongruence reduces attitudes only in India. Materialism moderates these relationships differently across countries. Theoretical and managerial implications are discussed.