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How Corporate Sharewashing Practices Undermine Consumer Trust

Hawlitschek, Florian; Stofberg, Nicole; Teubner, Timm; Tu, Patrick; Weinhardt, Christof

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.

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Verlagsausgabe §
DOI: 10.5445/IR/1000084880
Veröffentlicht am 27.07.2018
DOI: 10.3390/su10082638
Zitationen: 9
Web of Science
Zitationen: 6
Cover der Publikation
Zugehörige Institution(en) am KIT Institut für Informationswirtschaft und Marketing (IISM)
Publikationstyp Zeitschriftenaufsatz
Publikationsjahr 2018
Sprache Englisch
Identifikator ISSN: 2071-1050
KITopen-ID: 1000084880
Erschienen in Sustainability
Verlag MDPI
Band 10
Heft 8
Seiten 2638/1-18
Schlagwörter sharewashing, sharing economy, trust
Nachgewiesen in Web of Science
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