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This paper aims to provide a conceptual understanding of the drivers and outcomes of actor opportunism in the context of the three key actors of the sharing economy – the service provider, the platform and the consumer.

The research uses a conceptual approach by drawing on literature from within and outside of marketing.

The current research introduces a conceptual framework of opportunism in the sharing economy with seven underlying propositions. The framework posits a U-shaped moderating effect of social capital for the relationship between opportunism and its drivers, actor vulnerability and asset specificity. Furthermore, a 2 × 2 matrix consisting of two types of opportunistic behaviors (active and passive) and two coping strategies by other actors (defensive and nondefensive) suggests that passive opportunism tends to lead to value codestruction independently of the coping strategies employed by other actors. Counterintuitively, the combination of active opportunism and defensive coping strategy presents an opportunity for value cocreation due to its potential to break up older structures and generate new ones.

While our research provides a higher-level understanding of opportunism pertaining to platform, consumers and service providers in the sharing economy, future research could situate our framework within specific regulatory environments, incorporate the role of competitors and examine individual interaction effects between type of opportunism and coping strategies.

The framework enables service providers, platforms and consumers to identify drivers of opportunistic behaviors of their partners and discern instances in which opportunistic behaviors lead to value codestruction for all actors.

This research transcends prior work on the bright and dark sides of the sharing economy by identifying its dynamic nature and examining the contributing role of opportunism.

The fast fashion industry is one of the most polluting industries. For this reason, the industry should look into new circular business models in order to reduce its material footprint as well as the amount of waste produced. This article focuses on the question of how the sharing economy, as one possible circular business model, can contribute to achieving Sustainable Development Goal 12 (SDG 12) “Ensuring Sustainable Consumption and Production.” After a brief introduction to SDG 12, a short outline of the current development of the sharing economy in the fast fashion sector is given. To develop consumer buying behavior toward environmental sustainability, it is important to understand their motives. Utilitarian and hedonic motives are examined in order to determine to what extent they can positively influence buying intention and thus the acceptance of fashion sharing platforms. The database gathered through a master thesis is used to investigate the specific influence these motives have on buying intention. To increase the acceptance and thus the use of fashion sharing platforms, recommendations for action are developed in the final step of this chapter throughout the five steps of the buying cycle model. Circular business models will play a key role in the context of sustainable transformation in the future. Therefore, it is particularly important to derive concrete recommendations for action based on research in order to get the ecological footprint of environmentally harmful industries – such as the fast fashion industry – under control.

This paper aims to conduct a bibliometric analysis of studies focusing on green supply chain management (GSCM) within the context of the digital economy.

We utilize the Web of Science database to search and filter relevant documents spanning the years 2003–2022. This extensive dataset enables us to analyze the growth and cutting-edge developments in research pertaining to GSCM in the digital economy.

The paper finds a significant increase in research interest and output, particularly noticeable from 2016 onwards, indicating the growing relevance of integrating GSCM with digital technologies. It is found that the prominent contribution of countries like China, England and the USA, underscoring a strong geographical diversity in research outputs. China leads in the number of publications, which reflects its significant role in shaping the discourse around GSCM in the digital economy. However, when it comes to citations, the USA leads, suggesting a higher impact or quality of research emanating from this region. Collaborative dynamics outlined in the study demonstrate extensive international cooperation, primarily among leading research countries, which is facilitated by shared digital platforms enhancing the research’s reach and impact. The study also highlights a range of emerging themes such as the adoption of blockchain technology, Internet of Things (IoT) and the circular economy within GSCM, indicating dynamic areas for future research.

The findings of this study hold significant practical implications for researchers, practitioners and policymakers. They shed light on the current state of research in GSCM within the digital economy, highlighting areas where further investigation is needed and pointing to the emerging trends in this field. Understanding the distribution of research and influential authors can guide future collaborative efforts and inform decision-making processes in the pursuit of sustainable supply chain practices in the digital era.

This paper contributes to the existing body of knowledge by providing a comprehensive bibliometric analysis of the evolving landscape of GSCM in the digital economy. It offers valuable insights into the growth patterns, key contributors and geographical distribution of research in this domain. This information is crucial for researchers and stakeholders seeking to stay at the forefront of sustainable supply chain practices in an increasingly digital world.

Self-presentation has emerged as a pivotal marketing strategy for service providers seeking to craft virtual images in the peer-to-peer (P2P) accommodation sector. However, the literature lacks an understanding of conversational self-presentation, which offers more informal and personal communication.

Drawing upon social interaction theory and uncertainty reduction theory, this study explores the impact of conversational self-presentation and its interplay with space sharing and review ratings on customer purchases.

Utilizing the fixed effects model on a panel dataset comprising 498,817 observations from Airbnb, we discover a positive association between conversational self-presentation and customer purchases. Furthermore, our analysis reveals that space sharing reinforces this positive effect, while review ratings tend to diminish it. A deeper mechanism analysis indicates that perceived authenticity plays a mediating role in the relationship between conversational self-presentation and customer purchases.

This study highlights the importance of conversational communication in enhancing host–guest relationships under information asymmetry. However, the proposed model can be extended to other accommodation-sharing platforms in various regions, identifying whether cultural differences exist in explaining the importance of conversational self-presentation.

Marketers are suggested to build a harmonious customer–brand relationship and achieve superior performance through effective online communication.

This study adds valuable insights to the literature about self-presentation, social interaction and customer behavior by revealing the significance of conversational self-presentation in driving the growth of P2P accommodation businesses.

The circular economy (CE) is a sustainable economic model that has the potential to create new opportunities, reduce environmental impact and enhance social well-being. Ho Chi Minh City (HCMC), the largest city in Vietnam, has experienced rapid economic growth in recent years, but at the cost of the environment and public health. The city could reduce waste, conserve resources and promote sustainable production and consumption by adopting CE principles. Employing qualitative research, including content analysis, we construct a SWOT analysis to assess HCMC's strengths, weaknesses, opportunities and threats in the CE context. The city possesses several strengths, such as a vast potential for a CE and a robust economic foundation. However, it also faces multiple weaknesses, including insufficient infrastructure, inadequate citizen and business awareness and participation, ineffective policy enforcement and a deficiency of standards for recycled products. This chapter will conclude that the CE presents an opportunity for HCMC to reduce its dependence on imported raw materials, increase local value creation and create new jobs in the CE sector.

Introduction: The circular economy is observed as a good sustainability practice that has gained importance recently. The effects of this practice specific to the financial industry are examined in the context of green accounting, finance, and sustainability reporting standards and needs.

Purpose: This chapter aims to analyse the impact of the circular economy on the finance industry based on three research questions: (1) What benefits and challenges does the circular economy bring to the financial industry? (2) What should be the financial industry’s strategic roadmap and business model for transitioning from a linear economy to a circular economy? (3) What are the differentiating aspects of ecosystem accounting and environmental accounting in its structure and use in the financial industry?

Methodology: The method of our work is based on a ‘strategic road map for circular economy’ implementation and a ‘sustainability business model framework’ relevant to the finance industry. Thus, we systematically present the ‘value generation process’ considering the industry trends and dynamics and regulatory challenges regarding ‘green business model’ management with a strategic approach.

Findings: To coordinate the transition to a circular economy based on systematic knowledge about the state of ecosystems and their interactions with society, it is necessary to design monitoring, accounting and reporting systems that adapt to the new business operating environment. This chapter provides recommendations from the perspective of the financial sector.

Today’s businesses are looking for a circular bioeconomy (CBE) to develop a sustainable manufacturing process as industrial operations result in significant amounts of waste materials and the depletion of natural sources. The industry commonly applies techniques such as lean manufacturing (LM), digital innovations (DI) and green practices (GP) for operational and quality improvement. However, publications explaining how these technologies enable the CBE transition are scarce. This study examines CBE components, common practices of each technology facilitating the CBE transition, problems of solitary technology deployment as well as coupling technologies for the CBE transition.

A scoping review was conducted to analyse previous studies in this new field. The data collection is in a quantitative manner, but the data synthesis process follows a similar method of synthesising data in the grounded theory method, which includes familiarisation with the data, open-coding and finalisation of the themes.

Critical components of CBE were identified as biobased goods, industry symbiosis, material resource efficiency, renewable energy, product lifecycle and sharing economy. GP is the most prominent in moderating the CBE transition. We identify each technology has coupled relationships (Lean-4.0, Green-Lean and Green-4.0) technologies facilitated by the circularity concept, which form the core pillars of enablers and advance the CBE paradigm.

This study demonstrates that combining lean principles with green technology and digital technologies can effectively decrease waste and resource usage in biobased manufacturing processes, therefore endorsing the concept of resource efficiency in circular bioeconomy models.

The results allow entrepreneurs to strategically incorporate different existing technologies to meet CBE fundamental objectives by initiating it with dual technologies and facilitate industry professionals and regulators to support the improvement of environmental sustainability performance in the manufacturing industry. The management will be able to focus on the common practices across the technologies, which have a dual benefit for both operational and environmental performance.

The paper makes the first attempt to present the synergic impact of the three quality management technologies on a new concept of sustainability, CBE.

To promote the success of peer-to-peer accommodation, this study examines the effects of online host–guest interaction as well as the interaction's boundary conditions of listing price and reputation on listing popularity.

Using 330,686 data collected from Airbnb in the United States of America, the authors provide empirical evidence to answer whether social-oriented self-presentation and response rate influence listing popularity from the perspective of social exchange theory (SET). In addition, the authors investigate how these two kinds of online host–guest interactions work with listing price and reputation to influence listing popularity.

The results reveal the positive association between online host–guest interaction and listing popularity. Notably, the authors find that listing price strengthens but listing reputation weakens the positive effects of online host–guest interactions on listing popularity in peer-to-peer accommodation.

This study is the first attempt to adopt SET to explain the importance of online host–guest interactions in influencing listing popularity as well as examine the moderating role of listing price and reputation on the above relationship.

The purpose of this study is to explore the effect and mechanism of the digital economy’s influence on the binary margin of agricultural exports.

Based on the theoretical analysis of the mechanism of the digital economy’s influence on the binary margin of agricultural exports, this study empirically examines the effect and mechanism of the digital economy’s influence on the binary margin of agricultural exports based on China’s customs export data from 2011 to 2016.

The relevant findings are threefold. (1) The digital economy significantly improves the binary margin of agricultural exports, and its effect on the intensive margin is stronger than that on the expansive margin. After the expansive margin is subdivided, the effects on the three sub-variables of the expansive margin are in the following order: old products exported to new markets > new products exported to old markets > new products exported to new markets. (2) The heterogeneity analysis reveals that the digital economy has a stronger role in promoting the binary margin of exports for enterprises in the eastern region, high-income countries as the destination of exports and state-owned enterprises. (3) Mechanism analysis shows that the digital economy promotes the binary margin of agricultural exports by reducing trade costs and intensifying market competition.

First, in terms of research perspective, although there are some studies on the impact of the digital economy on export trade in existing literature, the research objects mainly focus on manufacturing enterprises. In fact, agricultural trade is susceptible to natural conditions and seasonal factors, and countries may impose more SPS measures and TBT measures on agricultural trade due to risk considerations. The relationship between the digital economy and agricultural trade also has its own characteristics, but there are few research studies in this area. At present, only Liu and Gao (2022), based on the data of total imports and exports of different agricultural products from 2004 to 2018, have established a vector auto-regressive model to empirically analyse the heterogeneous dynamic impact of the digital economy on the trade volume of agricultural products. In addition, Ma and Guo (2023) conducted an empirical test on the total effect, regional heterogeneity and threshold effect of the digital economy on agricultural export trade based on China’s provincial panel data from 2011 to 2020. Therefore, under the new circumstances of continuous integration of digital technology and agriculture, this study interprets the impact effect and mechanism of the digital economy on the binary margin of agricultural exports from the perspective of the digital economy, providing new research perspectives and approaches for promoting the growth of agricultural exports. Second, in terms of theoretical analysis, the above studies have not been fully analysed in terms of the specific mechanism of the impact of the digital economy on agricultural exports. Based on the positive and negative characteristics of agricultural trade, this study introduces two kinds of roles into the theoretical analysis framework to comprehensively determine the trade impact effect of the digital economy. Third, in terms of research design, this study empirically examines the impact of the digital economy on the binary margin of agricultural products, passing a series of robustness tests and investigating the mediating roles of trade cost and market competition effects, producing an empirical basis for China to leverage the digital economy to promote the binary margin of agricultural exports.