The impact of political ideology on consumer perceptions of their rights and responsibilities in the sharing economy

Abstract

Purpose

Despite consumers being essential stakeholders in the exponential growth of the sharing economy, consumers’ attitudes towards their rights and responsibilities are relatively unknown. This study aims to test a novel hypothesised model mapping consumers’ attitudes towards their consumer rights and responsibilities with that of their political ideology (liberalism, conservatism and libertarianism) and moral foundations (avoiding harm/fairness, in-group/loyalty, authority/respect and purity/sanctity).

Design/methodology/approach

Two survey studies were conducted with consumers of the Uber ride share service; the first being to test measures of political ideology and consumer rights/responsibilities. These measures were then taken into the second study along with the Moral Foundations Questionnaire. The hypothesised model was tested using structural equation modelling.

Findings

The findings suggest that political ideology associates with similarities and differences in how consumers perceive their rights and responsibilities in the sharing economy, including mutual self-regulation. Support for these findings is established by identifying links with specific moral foundations.

Research limitations/implications

This study considers a single participant in the sharing economy.

Citation

Caldwell, M., Elliot, S., Henry, P. and O'Connor, M. (2020), "The impact of political ideology on consumer perceptions of their rights and responsibilities in the sharing economy", European Journal of Marketing, Vol. 54 No. 8, pp. 1909-1935. https://doi.org/10.1108/EJM-08-2018-0529