The sharing economy: the influence of perceived corporate social responsibility on brand commitment

Abstract

Purpose This study aims to identify the influence of perceived corporate social responsibility (PCSR) on consumer brand commitment in ridesharing services. Design/methodology/approach PCSR is a second-order construct reflecting three dimensions – economic, environment and ethics. A total of 423 useable responses were collected through an online survey. To test the hypotheses, structural equation modelling was used via AMOS 22.0. Findings Findings reveal that PCSR has a significant influence on consumer brand trust and brand identification. However, no direct relationship is observed between PCSR and brand commitment. The effect of PCSR and brand commitment is significantly mediated by brand trust and brand identification. Practical implications The investment of resources in corporate social responsibility (CSR) activities has many advantages because it increases trust and identification towards the brand. Ridesharing business firms are growing in size, so they should harness CSR activities by investing money into them that benefits society. Originality/value Sharing economy services have the potential to assist the global and local economy towards environmental friendliness. Yet, there is a lack of research on how the sharing economy model works the social responsibility aspects of the model and its impact on consumer response. This study assesses the dimensions of PCSR and its influence on brand commitment via a brand trust and brand identification towards ridesharing services.