CUSTOMER PARTICIPATION ETHICAL REVIEW AND VALUE CO-CREATION ON SHARING ECONOMY PLATFORMS AMONG CUSTOMERS OF GREEN FOOD IN GHANA

The objective of this research was to design a framework to examine the impact of ethical reviews on participation and co-creation on sharing economy platforms among customers of green foods. Data was collected from 591 green food customers on share economic platform users in Ghana, using confirmatory factor analysis and structural equation modelling to address the essential role of ethical review as a mediating factor between customer participation and the intention to co-create value on share economy platforms. The results confirm that consumers’ ethical reviews of sharing economy platforms act as a crucial mediating variable that influences customer participation and value co-creation. This study introduces a novel construct of customer ethics review, proposing a multidimensional framework for understanding consumers’ ethical reviews of sharing economy platforms and their impact on value co-creation. This work is the first to examine the ethical review of sharing economy platforms, offering a new construct to enhance ethics literature and providing practical insights for platform operators to foster customer participation and co-creation.