A platform for research: civil engineering, architecture and urbanism
A platform for research: civil engineering, architecture and urbanism
How Corporate Sharewashing Practices Undermine Consumer Trust
Sharewashing describes a platform’s act of misleading consumers by purposely portraying an image of social and ecological principles while the platform’s business model does not necessarily involve them. Drawing on Corporate Social Responsibility and Green Marketing literature, we propose and evaluate a research model for investigating the impact of sharewashing perceptions on consumer trust. Based on survey data from 145 millennials, our results reveal a significant negative effect of sharewashing perceptions on consumer trust, partially mediated by perceptions of risk and confusion. We discuss our findings in view of their practical and strategic relevance to sharing economy platform operators.
How Corporate Sharewashing Practices Undermine Consumer Trust
Sharewashing describes a platform’s act of misleading consumers by purposely portraying an image of social and ecological principles while the platform’s business model does not necessarily involve them. Drawing on Corporate Social Responsibility and Green Marketing literature, we propose and evaluate a research model for investigating the impact of sharewashing perceptions on consumer trust. Based on survey data from 145 millennials, our results reveal a significant negative effect of sharewashing perceptions on consumer trust, partially mediated by perceptions of risk and confusion. We discuss our findings in view of their practical and strategic relevance to sharing economy platform operators.
How Corporate Sharewashing Practices Undermine Consumer Trust
Florian Hawlitschek (author) / Nicole Stofberg (author) / Timm Teubner (author) / Patrick Tu (author) / Christof Weinhardt (author)
2018
Article (Journal)
Electronic Resource
Unknown
Metadata by DOAJ is licensed under CC BY-SA 1.0
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