IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v9y2017i8p1400-d107480.html
   My bibliography  Save this article

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

Author

Listed:
  • Yu-Bing Wang

    (Department of Marketing, Feng Chia University, Taichung 40724, Taiwan)

  • Ching-Wei Ho

    (Department of Marketing, Feng Chia University, Taichung 40724, Taiwan)

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.

Suggested Citation

  • Yu-Bing Wang & Ching-Wei Ho, 2017. "No Money? No Problem! The Value of Sustainability: Social Capital Drives the Relationship among Customer Identification and Citizenship Behavior in Sharing Economy," Sustainability, MDPI, vol. 9(8), pages 1-17, August.
    • Handle: RePEc:gam:jsusta:v:9:y:2017:i:8:p:1400-:d:107480
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/9/8/1400/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/9/8/1400/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Gefen, David, 2000. "E-commerce: the role of familiarity and trust," Omega, Elsevier, vol. 28(6), pages 725-737, December.
    2. Anna Mazzi & Sara Toniolo & Alessandro Manzardo & Jingzheng Ren & Antonio Scipioni, 2016. "Exploring the Direction on the Environmental and Business Performance Relationship at the Firm Level. Lessons from a Literature Review," Sustainability, MDPI, vol. 8(11), pages 1-25, November.
    3. Ivana First & Deepali Sinha Khetriwal, 2010. "Exploring the relationship between environmental orientation and brand value: is there fire or only smoke?," Business Strategy and the Environment, Wiley Blackwell, vol. 19(2), pages 90-103, February.
    4. Steven N. Durlauf, 2002. "On the Empirics of Social Capital," Economic Journal, Royal Economic Society, vol. 112(483), pages 459-479, November.
    5. Lee, Eun Mi & Park, Seong-Yeon & Rapert, Molly I. & Newman, Christopher L., 2012. "Does perceived consumer fit matter in corporate social responsibility issues?," Journal of Business Research, Elsevier, vol. 65(11), pages 1558-1564.
    6. Carroll, Archie B., 1991. "The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders," Business Horizons, Elsevier, vol. 34(4), pages 39-48.
    7. Longinos Marin & Salvador Ruiz & Alicia Rubio, 2009. "The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior," Journal of Business Ethics, Springer, vol. 84(1), pages 65-78, January.
    8. Juho Hamari & Mimmi Sjöklint & Antti Ukkonen, 2016. "The sharing economy: Why people participate in collaborative consumption," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 67(9), pages 2047-2059, September.
    9. Gruen, Thomas W., 1995. "The outcome set of relationship marketing in consumer markets," International Business Review, Elsevier, vol. 4(4), pages 447-469.
    10. Elfriede Penz & Eva Hofmann & Barbara Hartl, 2017. "Fostering Sustainable Travel Behavior: Role of Sustainability Labels and Goal-Directed Behavior Regarding Touristic Services," Sustainability, MDPI, vol. 9(6), pages 1-17, June.
    11. Zhilong Tian & Rui Wang & Wen Yang, 2011. "Consumer Responses to Corporate Social Responsibility (CSR) in China," Journal of Business Ethics, Springer, vol. 101(2), pages 197-212, June.
    12. Francesco Perrini & Sandro Castaldo & Nicola Misani & Antonio Tencati, 2010. "The impact of corporate social responsibility associations on trust in organic products marketed by mainstream retailers: a study of Italian consumers," Business Strategy and the Environment, Wiley Blackwell, vol. 19(8), pages 512-526, December.
    13. Krishna, Anirudh, 2001. "Moving from the Stock of Social Capital to the Flow of Benefits: The Role of Agency," World Development, Elsevier, vol. 29(6), pages 925-943, June.
    14. Becker-Olsen, Karen L. & Cudmore, B. Andrew & Hill, Ronald Paul, 2006. "The impact of perceived corporate social responsibility on consumer behavior," Journal of Business Research, Elsevier, vol. 59(1), pages 46-53, January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Agnieszka Konys, 2019. "Towards Sustainable Entrepreneurship Holistic Construct," Sustainability, MDPI, vol. 11(23), pages 1-33, November.
    2. Dolnicar, Sara, 2019. "A review of research into paid online peer-to-peer accommodation," Annals of Tourism Research, Elsevier, vol. 75(C), pages 248-264.
    3. Jikai Zou & Ying Shao, 2022. "A Study on Factors Affecting the Value Co-Creation Behavior of Customers in Sharing Economy: Take Airbnb Malaysia as an Example," Sustainability, MDPI, vol. 14(19), pages 1-18, October.
    4. Andrei Boar & Ramon Bastida & Frederic Marimon, 2020. "A Systematic Literature Review. Relationships between the Sharing Economy, Sustainability and Sustainable Development Goals," Sustainability, MDPI, vol. 12(17), pages 1-14, August.
    5. Najam ul zia & Ladislav Burita & Yumei Yang, 2023. "Inter-organizational social capital of firms in developing economies and industry 4.0 readiness: the role of innovative capability and absorptive capacity," Review of Managerial Science, Springer, vol. 17(2), pages 661-682, February.
    6. Grzegorz Tchorek & Michał Brzozowski & Katarzyna Dziewanowska & Agnieszka Allen & Waldemar Kozioł & Michał Kurtyka & Filip Targowski, 2020. "Social Capital and Value Co-Creation: The Case of a Polish Car Sharing Company," Sustainability, MDPI, vol. 12(11), pages 1-20, June.
    7. Junwei Zheng & Guangdong Wu & Hongtao Xie, 2017. "Impacts of Leadership on Project-Based Organizational Innovation Performance: The Mediator of Knowledge Sharing and Moderator of Social Capital," Sustainability, MDPI, vol. 9(10), pages 1-22, October.
    8. Mobin Fatma & Imran Khan, 2023. "CSR Influence on Brand Loyalty in Banking: The Role of Brand Credibility and Brand Identification," Sustainability, MDPI, vol. 15(1), pages 1-13, January.
    9. Rong, Ke & Li, Boyi & Peng, Wan & Zhou, Di & Shi, Xinwei, 2021. "Sharing economy platforms: creating shared value at a business ecosystem level," Technological Forecasting and Social Change, Elsevier, vol. 169(C).
    10. Jessica Alzamora-Ruiz & Carlos Guerrero-Medina & Myriam Martínez-Fiestas & Jaime Serida-Nishimura, 2020. "Why People Participate in Collaborative Consumption: An Exploratory Study of Motivating Factors in a Latin American Economy," Sustainability, MDPI, vol. 12(5), pages 1-25, March.
    11. Tatjana Tambovceva & Jelena Titko, 2020. "Consumer perception of sharing economy: pilot survey in Latvia," International Journal of Economic Policy in Emerging Economies, Inderscience Enterprises Ltd, vol. 13(1), pages 72-84.
    12. Menéndez-Caravaca, Eloísa & Bueno, Salvador & Gallego, M. Dolores, 2021. "Exploring the link between free and open source software and the collaborative economy: A Delphi-based scenario for the year 2025," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    13. Tetrevova Libena & Kopriva Jan & Zahorska Alexandra, 2023. "A Systematic Literature Review of the Context of the Sharing Economy and CSR in 2017–2021," TalTech Journal of European Studies, Sciendo, vol. 13(1), pages 87-106, June.
    14. Xiaotang Zhang & Haili Zhang & Michael Song, 2019. "Does Social Capital Increase Innovation Speed? Empirical Evidence from China," Sustainability, MDPI, vol. 11(22), pages 1-22, November.
    15. Meisam Ranjbari & Gustavo Morales-Alonso & Ruth Carrasco-Gallego, 2018. "Conceptualizing the Sharing Economy through Presenting a Comprehensive Framework," Sustainability, MDPI, vol. 10(7), pages 1-24, July.
    16. Sascha Kraus & Janina Burtscher & Christine Vallaster & Martin Angerer, 2018. "Sustainable Entrepreneurship Orientation: A Reflection on Status-Quo Research on Factors Facilitating Responsible Managerial Practices," Sustainability, MDPI, vol. 10(2), pages 1-21, February.
    17. Rebecka Lundgren & Riikka Kyrö & Tuuli Jylhä, 2022. "Access-Based Consumption in the Built Environment: Sharing Spaces," Sustainability, MDPI, vol. 14(9), pages 1-26, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ching-Wei Ho, 2017. "Does Practicing CSR Makes Consumers Like Your Shop More? Consumer-Retailer Love Mediates CSR and Behavioral Intentions," IJERPH, MDPI, vol. 14(12), pages 1-14, December.
    2. Henri Kuokkanen & William Sun, 2020. "Companies, Meet Ethical Consumers: Strategic CSR Management to Impact Consumer Choice," Journal of Business Ethics, Springer, vol. 166(2), pages 403-423, October.
    3. Varsha Singh & Sakshi Kathuria & Deepika Puri & Bharat Kapoor, 2023. "Corporate social responsibility and behavioral intentions: A mediating mechanism of Brand Recognition," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(4), pages 1698-1711, July.
    4. Erin Cho & Jihyun Lee & Yuri Lee, 2017. "Corporate Philanthropy Affecting Consumer Patronage Behavior: The Effect of Reciprocity and the Moderating Roles of Vicarious Licensing and Strategic Fit," Sustainability, MDPI, vol. 9(7), pages 1-15, June.
    5. Mahrinasari MS, 2019. "Determinants of Brand Equity: Communication of Corporate Social Responsibility (CSR) versus CSR itself and Company Credibility," Contemporary Economics, University of Economics and Human Sciences in Warsaw., vol. 13(3), September.
    6. Lee, Eun Mi & Park, Seong-Yeon & Rapert, Molly I. & Newman, Christopher L., 2012. "Does perceived consumer fit matter in corporate social responsibility issues?," Journal of Business Research, Elsevier, vol. 65(11), pages 1558-1564.
    7. Stanisavljević Milena, 2017. "Does Customer Loyalty Depend on Corporate Social Responsibility?," Naše gospodarstvo/Our economy, Sciendo, vol. 63(1), pages 38-46, March.
    8. Mobin Fatma & Zillur Rahman, 2016. "Consumer responses to CSR in Indian banking sector," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(3), pages 203-222, October.
    9. Jung, Hyo Sun & Seo, Kyung Hwa & Lee, Soo Bum & Yoon, Hye Hyun, 2018. "Corporate association as antecedents of consumer behaviors: The dynamics of trust within and between industries," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 30-38.
    10. Madeeha Zafar & Imran Ali, 2016. "The Influence of Corporate Social Responsibility on Employee Commitment: The Mediating Role of Employee Company Identification," Asian Social Science, Canadian Center of Science and Education, vol. 12(12), pages 262-262, December.
    11. González-Rodríguez, M. Rosario & Díaz-Fernández, M. Carmen & Simonetti, Biagio, 2015. "The social, economic and environmental dimensions of corporate social responsibility: The role played by consumers and potential entrepreneurs," International Business Review, Elsevier, vol. 24(5), pages 836-848.
    12. Floritzel Moreno & Jiyun Kang, 2020. "How to alleviate consumer skepticism concerning corporate responsibility: The role of content and delivery in CSR communications," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2477-2490, November.
    13. Debbie Haski-Leventhal & Lonneke Roza & Lucas C. P. M. Meijs, 2017. "Congruence in Corporate Social Responsibility: Connecting the Identity and Behavior of Employers and Employees," Journal of Business Ethics, Springer, vol. 143(1), pages 35-51, June.
    14. Chih-Cheng Chen & Asif Khan & Tanaporn Hongsuchon & Athapol Ruangkanjanases & Yen-Tzu Chen & Ornlatcha Sivarak & Shih-Chih Chen, 2021. "The Role of Corporate Social Responsibility and Corporate Image in Times of Crisis: The Mediating Role of Customer Trust," IJERPH, MDPI, vol. 18(16), pages 1-20, August.
    15. Fatma, Mobin & Rahman, Zillur, 2016. "The CSR's influence on customer responses in Indian banking sector," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 49-57.
    16. Ovidiu I. Moisescu & Oana A. Gică & Victor O. Müller & Camelia Ancuța Müller, 2019. "Can Corporate Fairness towards Public Authorities Enhance Customer Loyalty? A Multi-Sectorial Investigation in a Developing Country," Sustainability, MDPI, vol. 12(1), pages 1-14, December.
    17. Yaeri Kim & Seojin Stacey Lee & Taewoo Roh, 2020. "Taking Another Look at Airline CSR: How Required CSR and Desired CSR Affect Customer Loyalty in the Airline Industry," Sustainability, MDPI, vol. 12(10), pages 1-19, May.
    18. Hajir Afzali & Sang Soo Kim, 2021. "Consumers’ Responses to Corporate Social Responsibility: The Mediating Role of CSR Authenticity," Sustainability, MDPI, vol. 13(4), pages 1-13, February.
    19. Rajesh Sharma & Vranda Jain, 2019. "CSR, Trust, Brand Loyalty and Brand Equity: Empirical Evidences from Sportswear Industry in the NCR Region of India," Metamorphosis: A Journal of Management Research, , vol. 18(1), pages 57-67, June.
    20. Jogita Sorokhaibam Hussain & Jamal Hussain, 2015. "A Conceptual Framework on the Power of Consumers in Pushing Corporate Social Responsibility Towards Sustainable Development," Indian Journal of Corporate Governance, , vol. 8(1), pages 68-83, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:9:y:2017:i:8:p:1400-:d:107480. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.