Psychology and Marketing

The sharing economy disrupts the marketplace and brings both benefits and disadvantages into service ecosystems. We discuss principles of the S-D logic and transformative service research and explore the processes of value co-creation and co-destruction of well-being within the ecosystem of the accommodation sharing economy. Following a brief period of euphoria, the dark side of the sharing economy emerges, defined as the socially, environmentally, or economically undesirable effects introduced by the sharing economy. Airbnb introduced new realities for visitors, neighborhoods, the accommodation industry, and city councils, whereby some stakeholders are frequently found to maximize their own value at the expense of others. Value co-destruction prevails often due to uncontrolled and rapid expansion. We seek to promote a more balanced process, and the optimization of value co-creation, while seeking to prevent value co-destruction. Using a literature review, netnography, and a case study, we investigate co-creation and co-destruction, as expressed by different stakeholders, and focus on the socio-psychological implications in the use of sharing platforms that affect the well-being of individuals and community. A conceptual framework is proposed to manage future research addressing well-being, value co-creation and co-destruction in complex ecosystem service networks.

The dark side of the sharing economy: Balancing value co‐creation and value co‐destruction