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How Do Ethical Consumers Utilize Sharing Economy Platforms As Part Of Their Sustainable Resale Behavior? The Role Of Consumers’ Green Consumption Values, Teck Ming Tan, Hannu Makkonen, Puneet Kaur, Jari Salo

Research outputs 2022 to 2026

Past research has extensively studied the antecedents and consequences of consumers’ green consumption values, as well as the psychological mechanisms that underlie an ethical consumer. Yet a frustrating paradox remains, indicated by the consumers’ intention–behavior gap for their sustainable behavior. To address this gap, the present study focuses on the consumption values that lead to using a sharing economy platform. Our study draws on the theory of consumption values and altruistic–egoistic values, as well as spillover effect psychology, to examine associations between context-specific values, green consumption values, and sustainable resale behavior. By collaborating with a Nordic second-hand peer-to-peer platform brand, …