Sharing My Way Or Your Way? Institutional Alignment of Ideological Tensions and Justice Narratives Within a Sharing Community

Johanna F. Gollnhofer, University of St. Gallen, Switzerland
Katharina Hellwig, HEC Lausanne, Switzerland
Felicitas Morhart, HEC Lausanne, Switzerland
Sharing is driven by different and partly contradicting ideologies such as ecological, social and capitalist point of views. By the means of an ethnographic approach we investigate how institutional structures align those ideologies within a sharing community and advance understanding of ideology and justice in the field of consumer behavior.
[ to cite ]:
Johanna F. Gollnhofer, Katharina Hellwig, and Felicitas Morhart (2015) ,"Sharing My Way Or Your Way? Institutional Alignment of Ideological Tensions and Justice Narratives Within a Sharing Community", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 540-541.