Ethics in the Sharing Economy: Creating a Legitimate Marketing Channel

Abstract

The sharing economy is a regulatory-disruptive business model in transportation, accommodation, household services, and other service sectors. In this article, we examine the ethical issues in the sharing-economy business model that depends on trust and reputation. We draw from the stakeholder, trust, and institutional theory literature to explore ways to encourage conformity of practices in the relatively infant marketing channel of the sharing economy.

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