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Realizing the economic and circular potential of sharing business models by engaging consumers

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Abstract
Purpose Today's sharing economy covers a variety of business models. This research aims to (1) identify dimensions along which sharing businesses may vary and (2) investigate how these dimensions influence consumer engagement while considering consumers' sustainability orientation. Design/methodology/approach This research relies upon a systematic literature review (n = 67 articles) to identify five sharing business dimensions: (1) ownership transfer, (2) professional involvement, (3) compensation, (4) digitalization and (5) community scope. A discrete choice conjoint experiment in the fashion industry is employed to investigate how these dimensions affect consumer engagement with sharing businesses (n = 383 participants). Findings The results suggest that ownership of tangible resources elicits more engagement than access to tangible resources for both consumers with a low sustainability orientation and consumers with a high sustainability orientation. Community scope also affects consumer engagement as reflected in more engagement towards sharing businesses with a local rather than a global scope. The presence of professional service providers, monetary compensation and a digital platform only induces engagement among consumers with a low sustainability orientation. Originality/value This research generates a better understanding of how sharing businesses can draw on business dimensions to engage consumers with different levels of sustainability orientation and, in turn, how sharing businesses can realize their economic and/or circular potential.
Keywords
Sharing economy, Collaborative consumption, Circular business models, Consumer engagement, Sustainability orientation, Conjoint analysis, COLLABORATIVE CONSUMPTION, CUSTOMER ENGAGEMENT, FASHION CONSUMPTION, PERCEIVED BENEFITS, LOCAL BRANDS, PERSPECTIVE, BEHAVIOR, SUSTAINABILITY, DETERMINANTS, FRAMEWORK

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Citation

Please use this url to cite or link to this publication:

MLA
De Bruyne, Marie-Julie, and Katrien Verleye. “Realizing the Economic and Circular Potential of Sharing Business Models by Engaging Consumers.” JOURNAL OF SERVICE MANAGEMENT, 2022, doi:10.1108/josm-08-2021-0318.
APA
De Bruyne, M.-J., & Verleye, K. (2022). Realizing the economic and circular potential of sharing business models by engaging consumers. JOURNAL OF SERVICE MANAGEMENT. https://doi.org/10.1108/josm-08-2021-0318
Chicago author-date
De Bruyne, Marie-Julie, and Katrien Verleye. 2022. “Realizing the Economic and Circular Potential of Sharing Business Models by Engaging Consumers.” JOURNAL OF SERVICE MANAGEMENT. https://doi.org/10.1108/josm-08-2021-0318.
Chicago author-date (all authors)
De Bruyne, Marie-Julie, and Katrien Verleye. 2022. “Realizing the Economic and Circular Potential of Sharing Business Models by Engaging Consumers.” JOURNAL OF SERVICE MANAGEMENT. doi:10.1108/josm-08-2021-0318.
Vancouver
1.
De Bruyne M-J, Verleye K. Realizing the economic and circular potential of sharing business models by engaging consumers. JOURNAL OF SERVICE MANAGEMENT. 2022;
IEEE
[1]
M.-J. De Bruyne and K. Verleye, “Realizing the economic and circular potential of sharing business models by engaging consumers,” JOURNAL OF SERVICE MANAGEMENT, 2022.
@article{8755328,
  abstract     = {{Purpose
Today's sharing economy covers a variety of business models. This research aims to (1) identify dimensions along which sharing businesses may vary and (2) investigate how these dimensions influence consumer engagement while considering consumers' sustainability orientation.

Design/methodology/approach
This research relies upon a systematic literature review (n = 67 articles) to identify five sharing business dimensions: (1) ownership transfer, (2) professional involvement, (3) compensation, (4) digitalization and (5) community scope. A discrete choice conjoint experiment in the fashion industry is employed to investigate how these dimensions affect consumer engagement with sharing businesses (n = 383 participants).

Findings
The results suggest that ownership of tangible resources elicits more engagement than access to tangible resources for both consumers with a low sustainability orientation and consumers with a high sustainability orientation. Community scope also affects consumer engagement as reflected in more engagement towards sharing businesses with a local rather than a global scope. The presence of professional service providers, monetary compensation and a digital platform only induces engagement among consumers with a low sustainability orientation.

Originality/value
This research generates a better understanding of how sharing businesses can draw on business dimensions to engage consumers with different levels of sustainability orientation and, in turn, how sharing businesses can realize their economic and/or circular potential.}},
  author       = {{De Bruyne, Marie-Julie and Verleye, Katrien}},
  issn         = {{1757-5818}},
  journal      = {{JOURNAL OF SERVICE MANAGEMENT}},
  keywords     = {{Sharing economy,Collaborative consumption,Circular business models,Consumer engagement,Sustainability orientation,Conjoint analysis,COLLABORATIVE CONSUMPTION,CUSTOMER ENGAGEMENT,FASHION CONSUMPTION,PERCEIVED BENEFITS,LOCAL BRANDS,PERSPECTIVE,BEHAVIOR,SUSTAINABILITY,DETERMINANTS,FRAMEWORK}},
  language     = {{eng}},
  title        = {{Realizing the economic and circular potential of sharing business models by engaging consumers}},
  url          = {{http://dx.doi.org/10.1108/josm-08-2021-0318}},
  year         = {{2022}},
}

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