Nadeem, W., Juntunen, M., Hajli, N. et al. The Role of Ethical Perceptions in Consumers’ Participation and Value Co-creation on Sharing Economy Platforms. J Bus Ethics (2019). https://doi.org/10.1007/s10551-019-04314-5
The role of ethical perceptions in consumers’ participation and value co-creation on sharing economy platforms
|Author:||Nadeem, Waqar1; Juntunen, Mari1; Hajli, Nick2;|
1Department of Marketing, Management and International Business, Oulu Business School, University of Oulu, Oulu, Finland
2School of Management, Swansea University, Swansea, UK
3Newcastle University, Newcastle upon Tyne, UK
|Online Access:||PDF Full Text (PDF, 0.7 MB)|
|Persistent link:|| http://urn.fi/urn:nbn:fi-fe202003067506
|Publish Date:|| 2020-03-06
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.
Journal of business ethics
|Type of Publication:||
A1 Journal article – refereed
|Field of Science:||
512 Business and management
Open access funding provided by University of Oulu.
© Author(s) 2019. Open Access. This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.