11-U: Doing Good By Buying From a Peer: When and Why Consumers Prefer Peer Economy Options

This research finds that consumers evaluate peer economy purchases as more prosocial than similar traditional options and that these evaluations mediate higher purchase intentions. This relative preference is attenuated when the consumer’s focus is drawn to the fact that the peer-to-peer provider is a corporate entity vs. an individual.



Citation:

John Costello and Rebecca Walker Reczek (2017) ,"11-U: Doing Good By Buying From a Peer: When and Why Consumers Prefer Peer Economy Options", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1023-1023.

Authors

John Costello, The Ohio State University, USA
Rebecca Walker Reczek, The Ohio State University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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