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.
Authors
John P. Costello, Ohio State University, USA
Rebecca Walker Reczek, Ohio State University, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Potions and Antidotes for Jekyll: What Summons Moral Identity in Product Choices
Young Joo Cho, Korea University, Korea
Y. Rin Yoon, Korea University, Korea
Jongwon Park, Korea University, Korea
Featured
How Do Consumers React to Anthropomorphized Brand Alliance? Applying Interpersonal Expectations to Business-to-Business Relationships
DONGJIN HE, Hong Kong Polytechic University
Fangyuan Chen, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Featured
The Upside of Immorality: The Signal Value of Offensive Producer Behavior
Amit Bhattacharjee, Erasmus University Rotterdam, The Netherlands
Jonathan Zev Berman, London Business School, UK
Gizem Yalcin, Erasmus University Rotterdam, The Netherlands