TY - JOUR
T1 - The ‘soft’ and ‘hard’ sides of the sharing economy
T2 - A discussion of marketing, financial and socio-cultural aspects
AU - Melanthiou, Yioula
AU - Evripidou, Loukia
AU - Epaminonda, Epaminondas
AU - Komodromos, Marcos
PY - 2020/1/1
Y1 - 2020/1/1
N2 - This paper discusses three aspects of the sharing economy: the marketing aspect, the financial aspect, and the socio-cultural aspect. The discussion of the marketing aspect suggests that mindful consumption and advances in technology have made sharing economy possible and increasingly popular. This has modified consumption patterns, particularly in the tourism industry, and has changed traditional marketing channels. It is further suggested, that the increasing prevalence of sharing economy practices is directly linked to increases in revenue and improvements in customer welfare and job creation. Moreover, socio-cultural characteristics of societies have also been linked to the provision and use of sharing economy. More specifically, attitudes towards innovation, sharing, trust and environmental sensitivity have been identified as socio-cultural factors that are expected to influence the provision of sharing economy services, and individualism-collectivism, uncertainty avoidance, power distance and the internet appear to be key behaviour determinant variables.
AB - This paper discusses three aspects of the sharing economy: the marketing aspect, the financial aspect, and the socio-cultural aspect. The discussion of the marketing aspect suggests that mindful consumption and advances in technology have made sharing economy possible and increasingly popular. This has modified consumption patterns, particularly in the tourism industry, and has changed traditional marketing channels. It is further suggested, that the increasing prevalence of sharing economy practices is directly linked to increases in revenue and improvements in customer welfare and job creation. Moreover, socio-cultural characteristics of societies have also been linked to the provision and use of sharing economy. More specifically, attitudes towards innovation, sharing, trust and environmental sensitivity have been identified as socio-cultural factors that are expected to influence the provision of sharing economy services, and individualism-collectivism, uncertainty avoidance, power distance and the internet appear to be key behaviour determinant variables.
KW - Changes
KW - Collaborative consumption
KW - Digital revolution
KW - Financial
KW - Innovation
KW - Marketing
KW - Sharing economy
KW - Socio-cultural
UR - http://www.scopus.com/inward/record.url?scp=85083920087&partnerID=8YFLogxK
U2 - 10.1504/IJBG.2020.106478
DO - 10.1504/IJBG.2020.106478
M3 - Article
AN - SCOPUS:85083920087
SN - 1753-3627
VL - 24
SP - 330
EP - 346
JO - International Journal of Business and Globalisation
JF - International Journal of Business and Globalisation
IS - 3
ER -