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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