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The aim of this study is to examine three types of trust in services provided in the sharing economy toward the goal of increasing consumers' intention to use a ride‐sharing service. The three trust factors for sharing services are trust in drivers, trust in users, and trust in platforms. It is hypothesized that related to consumers' consumption lifestyles would influence their trust in a sharing service; in particular, previous researchers found that anti‐consumption influenced consumers to participate in the sharing economy. Based on previous findings, the attempt with this study is to determine whether an anti‐consumption would affect formation of the three types of trust with regards to the ride‐sharing service. Specifically, the differing effects of anti‐consumption on trust formation in a ride‐sharing service are compared between the United States and India. Data are collected from 253 online surveys from the United States and 266 from India, and data analysis reveals that the anti‐consumption affects the formation of all three types of trust in the ride‐sharing service. In the United States in particular, non‐voluntary anti‐consumption has a greater effect on trust formation than it did in India. [ABSTRACT FROM AUTHOR]

This paper reports the findings of a study on the effects of corporate social responsibility–brand fit (CSR-brand fit) on service brand loyalty via brand identification in a brand coffee shop industry. The authors also examine how customer participation in a firm’s CSR activities strengthens the formation of service brand loyalty. Using structural equation analysis, the proposed model was tested with 237 actual customers of brand coffee shops. The results indicate that CSR-brand fit strengthens both personal and social brand identification, which in turn increase consumers’ service brand loyalty. The results also indicate that personal identification has a larger influence on service brand loyalty than social identification does. The greater effect for personal versus social identification occurs when customers participate in companies’ CSR activities. This study deepens our understanding of the link between CSR-brand fit and loyalty via personal and social identification. The research is also the first to examine how customers’ active participation in CSR activities influences the process of loyalty formation. [ABSTRACT FROM AUTHOR]