Full throttle! Engaging ethnic minority and majority consumers in car sharing
- Author
- Marie-Julie De Bruyne (UGent) , Katrien Verleye (UGent) , Hendrik Slabbinck (UGent) and Saskia Crucke (UGent)
- Organization
- Project
- Abstract
- The world is affected by environmental and social challenges, resulting in calls for engaging consumers with initiatives focused on sharing underutilized resources in Western countries. Meanwhile, these countries are characterized by migration and ethnic diversity, giving rise to ethnic minority consumers. Although ethnicity is a driver of consumer engagement, little is known about the influence of ethnicity on consumer engagement with sharing initiatives in Western countries. To address this gap, we examine the role of perceived value and trust for engaging ethnic minority (vs. majority) consumers with sharing initiatives by relying on survey data gathered in the Belgian car sharing context. The results suggest that ethnic minority consumers perceive more environmental value of car sharing than ethnic majority consumers, yet no differences are observed with regard to perceived economic and social value of car sharing. Meanwhile, ethnic minority consumers have less trust in car sharing than ethnic majority consumers. Moreover, perceived value and trust act as important mediating mechanisms for non-behavioral manifestations of consumer engagement but even more for behavioral manifestations of consumer engagement. From a theoretical perspective, this research advances the sharing economy literature and the literature on sustainable business models by unraveling the mechanisms for engaging ethnic minority and majority consumers with sharing initiatives. From a practical perspective, this research supports practitioners and policymakers to include ethnic minority and majority consumers in the transition to a more sustainable economy by exploring their engagement with sharing initiatives.
- Keywords
- Sharing economy, Consumer engagement, Ethnic minorities, Perceived value, Trust
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Citation
Please use this url to cite or link to this publication: http://hdl.handle.net/1854/LU-8764891
- MLA
- De Bruyne, Marie-Julie, et al. “Full Throttle! Engaging Ethnic Minority and Majority Consumers in Car Sharing.” 7th International Conference on New Business Models : Sustainable Business Model Challenges : Economic Recovery and Digital Transformation, Conference Proceedings, edited by L. Michelini et al., LUMSA University, 2022, pp. 908–27.
- APA
- De Bruyne, M.-J., Verleye, K., Slabbinck, H., & Crucke, S. (2022). Full throttle! Engaging ethnic minority and majority consumers in car sharing. In L. Michelini, A. Minà, & P. Alaimo Di Loro (Eds.), 7th International Conference on New Business Models : Sustainable Business Model Challenges : Economic Recovery and Digital Transformation, Conference Proceedings (pp. 908–927). Rome: LUMSA University.
- Chicago author-date
- De Bruyne, Marie-Julie, Katrien Verleye, Hendrik Slabbinck, and Saskia Crucke. 2022. “Full Throttle! Engaging Ethnic Minority and Majority Consumers in Car Sharing.” In 7th International Conference on New Business Models : Sustainable Business Model Challenges : Economic Recovery and Digital Transformation, Conference Proceedings, edited by L. Michelini, A. Minà, and P. Alaimo Di Loro, 908–27. Rome: LUMSA University.
- Chicago author-date (all authors)
- De Bruyne, Marie-Julie, Katrien Verleye, Hendrik Slabbinck, and Saskia Crucke. 2022. “Full Throttle! Engaging Ethnic Minority and Majority Consumers in Car Sharing.” In 7th International Conference on New Business Models : Sustainable Business Model Challenges : Economic Recovery and Digital Transformation, Conference Proceedings, ed by. L. Michelini, A. Minà, and P. Alaimo Di Loro, 908–927. Rome: LUMSA University.
- Vancouver
- 1.De Bruyne M-J, Verleye K, Slabbinck H, Crucke S. Full throttle! Engaging ethnic minority and majority consumers in car sharing. In: Michelini L, Minà A, Alaimo Di Loro P, editors. 7th International Conference on New Business Models : Sustainable Business Model Challenges : Economic Recovery and Digital Transformation, Conference Proceedings. Rome: LUMSA University; 2022. p. 908–27.
- IEEE
- [1]M.-J. De Bruyne, K. Verleye, H. Slabbinck, and S. Crucke, “Full throttle! Engaging ethnic minority and majority consumers in car sharing,” in 7th International Conference on New Business Models : Sustainable Business Model Challenges : Economic Recovery and Digital Transformation, Conference Proceedings, Rome, Italy, 2022, pp. 908–927.
@inproceedings{8764891,
abstract = {{The world is affected by environmental and social challenges, resulting in calls for engaging consumers with initiatives focused on sharing underutilized resources in Western countries. Meanwhile, these countries are characterized by migration and ethnic diversity, giving rise to ethnic minority consumers. Although ethnicity is a driver of consumer engagement, little is known about the influence of ethnicity on consumer engagement with sharing initiatives in Western countries. To address this gap, we examine the role of perceived value and trust for engaging ethnic minority (vs. majority) consumers with sharing initiatives by relying on survey data gathered in the Belgian car sharing context. The results suggest that ethnic minority consumers perceive more environmental value of car sharing than ethnic majority consumers, yet no differences are observed with regard to perceived economic and social value of car sharing. Meanwhile, ethnic minority consumers have less trust in car sharing than ethnic majority consumers. Moreover, perceived value and trust act as important mediating mechanisms for non-behavioral manifestations of consumer engagement but even more for behavioral manifestations of consumer engagement. From a theoretical perspective, this research advances the sharing economy literature and the literature on sustainable business models by unraveling the mechanisms for engaging ethnic minority and majority consumers with sharing initiatives. From a practical perspective, this research supports practitioners and policymakers to include ethnic minority and majority consumers in the transition to a more sustainable economy by exploring their engagement with sharing initiatives.}},
author = {{De Bruyne, Marie-Julie and Verleye, Katrien and Slabbinck, Hendrik and Crucke, Saskia}},
booktitle = {{7th International Conference on New Business Models : Sustainable Business Model Challenges : Economic Recovery and Digital Transformation, Conference Proceedings}},
editor = {{Michelini, L. and Minà, A. and Alaimo Di Loro, P.}},
isbn = {{9791221011883}},
keywords = {{Sharing economy,Consumer engagement,Ethnic minorities,Perceived value,Trust}},
language = {{eng}},
location = {{Rome, Italy}},
pages = {{908--927}},
publisher = {{LUMSA University}},
title = {{Full throttle! Engaging ethnic minority and majority consumers in car sharing}},
url = {{https://static1.squarespace.com/static/5e8f3c880e1d607ebd5469b6/t/62d96de907049668c80444c8/1658416668381/NBM2022_BOP_FINAL.pdf}},
year = {{2022}},
}