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Sustainability 2017, 9(8), 1400; doi:10.3390/su9081400

No Money? No Problem! The Value of Sustainability: Social Capital Drives the Relationship among Customer Identification and Citizenship Behavior in Sharing Economy

Department of Marketing, Feng Chia University, Taichung 40724, Taiwan
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Received: 19 July 2017 / Revised: 2 August 2017 / Accepted: 4 August 2017 / Published: 8 August 2017
(This article belongs to the Special Issue Entrepreneurial Sustainability: New Innovative Knowledge)
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Abstract

This work provides a novel approach to the corporate social responsibility (CSR) concept and to CSR activities, using social capital as the driver of consumer citizenship behavior in the sharing economy business system. An online consumer questionnaire was carried out in Taiwan to examine seven proposed hypotheses to investigate the factors affecting behavior intention. The sample includes 445 participants and investigated their consumer citizenship behavior in response to companies’ participation in CSR activities and sharing of economic opportunities, in this case, Airbnb Inc. This study uses structural equation modeling (SEM) to analyze the data. The result explores a new form of entrepreneurship marketing strategy and indicates that CSR has a positive effect on consumer–company (C–C) identification and the perceived value of sustainability. This study also establishes that social capital is the key mediator of the relationship between C–C identification and the perceived value of sustainability in consumer citizenship behavior. This research contributes to the idea that marketers should build well-designed CSR activities and deliver the perceived value of sustainability and consumer identification through social capital accumulation, which has proven to positively increase consumer citizenship behavior in the sharing economy environment. Consequently, the authors can suggest that entrepreneurs/executives should understand that CSR affects the perception of sustainability, consumer–company identification and improve consumer citizenship behavior. Most importantly, CSR activities focusing on sustainability issues and operating with social capital may lower costs and improve efficiencies as well. This finding could be viewed as a pioneering benchmark for further research. View Full-Text
Keywords: corporate social responsibility; sharing economy; sustainability; social capital; consumer-company identification; consumer citizenship behavior; Airbnb Inc. corporate social responsibility; sharing economy; sustainability; social capital; consumer-company identification; consumer citizenship behavior; Airbnb Inc.
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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Wang, Y.-B.; Ho, C.-W. No Money? No Problem! The Value of Sustainability: Social Capital Drives the Relationship among Customer Identification and Citizenship Behavior in Sharing Economy. Sustainability 2017, 9, 1400.

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