Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department

Includes References (sheets 46-50)

ABSTRACT
This thesis examines the significant role of ethical perception in consumer
participation and value creation with platforms based on sharing economy. All over
the world, consumers are using different sharing economy platforms (SEPs), such as
Airbnb, Uber, lift-share, and Just Park. In this paper, I researched rental car (SEPs) in
Northern Cyprus. A vital point of
The article is that the shared economy is characterized by consumers' ethics, which are
influenced by social support and relationship quality. Co-creation of value ultimately
depends on these factors. Based on consumer behavior and ethical consideration, this
study provides an in-depth analysis of consumer behavior and ethical standpoints. It
discusses the potential implications for businesses with this economic model.
In this thesis also examines how such ethical perceptions affect the capacity of
participants to actively participate in creating value that benefits all companies.
Therefore, we adopted a quality approach to understand the behavior of consumers.
Using semi-structured interviews, we have obtained insights into how ethical
considerations impact consumer decisions and guide their participation in the co creation value.
Overall, the research concludes the understanding of the sharing economy concept,
value co-creation, social support theory, consumers' ethical perception of SEPs, and
relationship quality theory. Furthermore, this study contributes to the knowledge of
consumer ethics within the sharing economy and how they affect consumers'
decisions.
Keywords: Consumer Ethical, Rent a Car, SEPs, Sharing Economy Platforms, Social
support, Value Co-Creation.