Doing the Dirty Work For the Sharing Economy: Building Trust With Consumers in Emerging Markets

We advance existing knowledge on trust and market change in the sharing economy by demonstrating how organizations and consumers can overcome trust-related challenges in emerging markets. We unpack three types of institutional work – humanizing, localizing, and risk-bearing – entailed in building trust with consumers and changing their perceptions of carsharing.


Mario Campana, Adèle Gruen, and Luciana Velloso (2020) ,"Doing the Dirty Work For the Sharing Economy: Building Trust With Consumers in Emerging Markets", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 244-245.


Mario Campana, Goldsmiths, University of London
Adèle Gruen, Goldsmiths, University of London, UK
Luciana Velloso, Goldsmiths, University of London and York University


NA - Advances in Consumer Research Volume 48 | 2020

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