Doing Good by Buying from a Peer: When and Why Consumers Prefer Peer Economy Purchases

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Date

2018-03

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Research Projects

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Abstract

Across a series of lab and field studies we demonstrate that consumers perceive purchases from peer economy firms as more prosocial than purchases from traditional economy firms because of the sense that these purchases help an individual and, as a result, they express greater purchase intentions towards peer economy firms.

Description

Business: 2nd Place (The Ohio State University Edward F. Hayes Graduate Research Forum)

Keywords

peer economy, prosocial behavior, cause marketing, sharing, consumer behavior

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