How Corporate Sharewashing Practices Undermine Consumer Trust
AbstractSharewashing 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. View Full-Text
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Hawlitschek, F.; Stofberg, N.; Teubner, T.; Tu, P.; Weinhardt, C. How Corporate Sharewashing Practices Undermine Consumer Trust. Sustainability 2018, 10, 2638.
Hawlitschek F, Stofberg N, Teubner T, Tu P, Weinhardt C. How Corporate Sharewashing Practices Undermine Consumer Trust. Sustainability. 2018; 10(8):2638.Chicago/Turabian Style
Hawlitschek, Florian; Stofberg, Nicole; Teubner, Timm; Tu, Patrick; Weinhardt, Christof. 2018. "How Corporate Sharewashing Practices Undermine Consumer Trust." Sustainability 10, no. 8: 2638.
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