This study aims to investigate the impact of ethical marketing on brand self‑expression and consumers’ willingness to pay, considering the mediating roles of value co‑creation and brand trust. In terms of purpose, the research is applied, and in terms of methodology, it is a descriptive–survey study with a correlational approach. The statistical population consisted of consumers of the sharing economy platforms Snapp and Tapsi in Tehran. Due to the unlimited population size, 384 responses were collected using cluster sampling based on Morgan’s table. The data collection instrument was a standardized questionnaire. The collected data were analyzed using SPSS and SmartPLS software.



The results indicate that ethical marketing has a positive and significant effect on value co‑creation, brand self‑expression, and consumers’ willingness to pay. Value co‑creation also has a positive and significant effect on brand trust, brand self‑expression, and consumers’ willingness to pay in sharing economy platforms. Furthermore, brand trust has a positive and significant effect on brand self‑expression and consumers’ willingness to pay in sharing economy platforms. Brand self‑expression positively influences consumers’ willingness to pay in sharing economy platforms.Brand self‑expression positively influences consumers’ willingness to pay in sharing economy platforms.



Overall, sharing economy platforms such as Snapp and Tapsi operate in a highly competitive environment, where the type of marketing strategy as well as the quality of services and products are among the most important factors in attracting and retaining customers. This issue not only affects current consumers’ brand self‑expression and willingness to pay but also influences potential customers.

Overall, sharing economy platforms such as Snapp and Tapsi operate in a highly competitive environment, where the type of marketing strategy as well as the quality of services and products are among the most important factors in attracting and retaining customers. This issue not only affects current consumers’ brand self‑expression and willingness to pay but also influences potential customers.