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

Author

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  • 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
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    References listed on IDEAS

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    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.

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