The rapid economic growth and surge of consumerism in emerging markets have placed significant pressure on the environment and consumers. While well-researched ethical consumption remedies may be effective in the Western contexts, they may not be readily translatable in emerging markets due to institutional and socio-cultural differences. This research examines the popular practice of Danshari in China and investigates how this self-oriented practice leads to other-oriented ethical consumption behaviours. Using qualitative data gathered from online sharing and interviews, we unpack how (...) Danshari practitioners question and reshape their relationship with possessions and consumption to enhance their self-concept clarity. This clarified and elevated self-concept, in turn, leads to ethical consumption behaviours. Unlike Western ethical consumption concepts that are driven by principles or ideologies, Danshari’s essence of detachment, self-orientation, and action focus resonate with traditional Chinese teachings, providing a pragmatist approach to cultivating ethical consumption behaviours in China. This research adds to the growing body of pragmatism-based ethics research, expands the discussion of the link between consumption and the self, and offers valuable insights into promoting ethical consumerism in emerging markets. (shrink)

The ethical controversies of firms in the sharing economy (SE) have recently drawn attention and caused debates. Ridesharing firms violate laws in many countries, but how they become legitimised remains underexplored. We apply the co-evolutionary perspective to examine how ethical controversies, legitimation and institutionalisation co-evolve in the ridesharing segment in the dynamic and changing institutional environment of China. We conducted a case study on Didi using firm-institution dual-level analysis based on stakeholder salience theory (SST) and the Orders of Worth framework. (...) Our findings uncover ethical controversies among stakeholders with different levels of salience. We also reveal a dynamic interplay between the legitimacy work of Didi and the institutional-level market regulations on ridesharing firms. We develop a process model demonstrating the co-evolution among the changes in ethical controversies, new market category emergence and legitimation of ridesharing firms. These findings shed light on the application of the co-evolutionary perspective in analysing ethical controversies among multiple stakeholders’ evolving interests in the SE context. (shrink)