The Role of Ethical Perceptions in Consumers’ Participation and Value Co-creation on Sharing Economy Platforms

Waqar Nadeem (), Mari Juntunen, Nick Hajli and Mina Tajvidi
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Waqar Nadeem: University of Oulu
Mari Juntunen: University of Oulu
Nick Hajli: Swansea University
Mina Tajvidi: Newcastle University

Journal of Business Ethics, 2021, vol. 169, issue 3, No 3, 441 pages

Abstract: Abstract Consumers’ participation on sharing economy platforms is crucial for the success of the products, services, and companies on those platforms. The participation of consumers enables companies to not only exist, but also to create value for consumers. The sharing economy has witnessed enormous growth in recent years and consumers’ concerns regarding the ethics surrounding these platforms have also risen considerably. The vast majority of the previous research on this topic is either conceptual and focused on organizational aspects, or only discusses privacy and security issues, thus providing a very limited scope of discussion. Therefore, drawing on the marketing and business ethics literature, the present study takes into account a multidimensional view of ethical issues surrounding consumers’ participation on sharing economy platforms. Findings reveal that privacy, security, shared value, fulfillment/reliability and service recovery are the strongest determinants of consumers’ ethical perceptions. These aspects strongly predict the consumers’ value co-creation intentions. Consumers’ participation also predicts their intention to engage in co-creating value, but this effect is stronger with the mediating role of the consumer’s ethical perceptions. The theoretical and managerial implications are also discussed.

Keywords: Sharing economy; Marketing ethics; Value co-creation; Service dominant logic (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (15)

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DOI: 10.1007/s10551-019-04314-5

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