University of Oulu

Teck Ming Tan, Hannu Makkonen, Puneet Kaur, Jari Salo, How do ethical consumers utilize sharing economy platforms as part of their sustainable resale behavior? The role of consumers’ green consumption values, Technological Forecasting and Social Change, Volume 176, 2022, 121432, ISSN 0040-1625,

How do ethical consumers utilize sharing economy platforms as part of their sustainable resale behavior? : the role of consumers’ green consumption values

Saved in:
Author: Tan, Teck Ming1; Makkonen, Hannu2; Kaur, Puneet3;
Organizations: 1Department of Marketing, Management and International Business, Oulu Business School, University of Oulu, Finland
2School of Marketing and Communication, University of Vaasa, Finland
3University of Bergen, Norway and North-West University, South Africa
4University of Helsinki, Finland and Edith Cowan University, Perth, Australia
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 1.9 MB)
Persistent link:
Language: English
Published: Elsevier, 2022
Publish Date: 2021-12-22


Past research has extensively studied the antecedents and consequences of consumers’ green consumption values, as well as the psychological mechanisms that underlie an ethical consumer. Yet a frustrating paradox remains, indicated by the consumers’ intention–behavior gap for their sustainable behavior. To address this gap, the present study focuses on the consumption values that lead to using a sharing economy platform. Our study draws on the theory of consumption values and altruistic–egoistic values, as well as spillover effect psychology, to examine associations between context-specific values, green consumption values, and sustainable resale behavior. By collaborating with a Nordic second-hand peer-to-peer platform brand, our findings—obtained from large-scale field data (n = 3256)—challenge the conventional wisdom by demonstrating that economic and practical values for using the second-hand peer-to-peer platform negatively affect green consumption values and subsequently weaken the consumers’ preparedness to engage in sustainable resale behavior. In contrast, recreational, generative, societal benefit, and protestor values positively influence green consumption values and increase the consumers’ willingness to engage in pro-environmental behavior. Further, such relationships are moderated by gender: stronger effects were identified among female consumers. These findings have important implications for theory and practice.

see all

Series: Technological forecasting and social change
ISSN: 0040-1625
ISSN-E: 1873-5509
ISSN-L: 0040-1625
Volume: 176
Article number: 121432
DOI: 10.1016/j.techfore.2021.121432
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Funding: The first author gratefully acknowledges the financial support from the LiikesivistysrahastoFoundation for Economic Education (research grant ID: 12–6861).
Copyright information: © 2021 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY license (