University of Oulu

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 169, 421–441 (2021).

The role of ethical perceptions in consumers’ participation and value co-creation on sharing economy platforms

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Author: Nadeem, Waqar1; Juntunen, Mari1; Hajli, Nick2;
Organizations: 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
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 0.8 MB)
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Language: English
Published: Springer Nature, 2021
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.

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Series: Journal of business ethics
ISSN: 0167-4544
ISSN-E: 1573-0697
ISSN-L: 0167-4544
Volume: 169
Issue: 3
Pages: 421 - 441
DOI: 10.1007/s10551-019-04314-5
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Funding: Open access funding provided by University of Oulu.
Copyright information: © Author(s) 2019. Open Access. This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (, 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.