Doing Good By Buying From a Peer: When and Why Consumers Prefer Peer Economy Purchases

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.

Citation:

John P. Costello and Rebecca Walker Reczek (2018) ,"Doing Good By Buying From a Peer: When and Why Consumers Prefer Peer Economy Purchases", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 517-518.