Please use this identifier to cite or link to this item: http://dx.doi.org/10.14279/depositonce-9476
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Main Title: How Corporate Sharewashing Practices Undermine Consumer Trust
Author(s): Hawlitschek, Florian
Stofberg, Nicole
Teubner, Timm
Tu, Patrick
Weinhardt, Christof
Type: Article
Language Code: en
Abstract: 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.
URI: https://depositonce.tu-berlin.de/handle/11303/10547
http://dx.doi.org/10.14279/depositonce-9476
Issue Date: 27-Jul-2018
Date Available: 20-Dec-2019
DDC Class: 333 Boden- und Energiewirtschaft
Subject(s): sharewashing
sharing economy
trust
License: https://creativecommons.org/licenses/by/4.0/
Journal Title: Sustainability
Publisher: MDPI
Publisher Place: Basel
Volume: 10
Issue: 8
Article Number: 2638
Publisher DOI: 10.3390/su10082638
EISSN: 2071-1050
Appears in Collections:FG Trust in Digital Services (TDS) » Publications

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