Circularity Within Service-Dominant Logic: The Role of Perceived Ethics on Co-Creation in Sharing Economy Platforms

This study investigates circularity in service-dominant (SD) logic within sharing economy platforms (SEPs), focusing on how perceived ethics influence customer co-creation and commitment. It further explores the mediating roles of trust and reciprocity and the moderating effect of brand identification. Data from 365 SEP users were analyzed via partial least squares structural equation modeling (PLS-SEM). Results demonstrate that perceived ethics positively affect trust and reciprocity, which subsequently strengthen customers' willingness to co-create. Trust and reciprocity emerged as pivotal mediators, while brand identification significantly moderated their effects on co-creation. By emphasizing the role of ethical perceptions in fostering trust-based collaboration and illustrating how brand identification amplifies these relationships, this research advances theoretical understanding of circularity in service ecosystems. The findings contribute novel insights to the services marketing literature, particularly regarding ethical imperatives, trust-reciprocity dynamics, and circular customer-platform interactions in SEPs.