Examining pro-environmental behaviour in the sharing economy: A service provider perspective

Sharing economy platforms have been criticised for their adverse effects on the environment, with scholars questioning their role in sustainability. Although studies on the sharing economy-sustainability nexus are increasing, research on service providers' pro-environmental behaviour (PEB) remains scarce. The study draws from the Airbnb platform and examines hosts' perceptions and practices of PEB and the factors shaping their engagement. Data were collected through semi-structured interviews with 30 Greek hosts and analysed thematically, revealing four themes: perceptions, practices, drivers, and influencers of PEB. Findings show that PEB engagement varies in complexity, shaped by the interplay of these factors and resulting in differing levels of engagement. The study offers a typology of four categories of service providers based on their engagement in PEB. Overall, the study contributes to understanding the diversity and complexity of service providers’ PEB in the sharing economy. Theoretically, the typology advances understanding of how environmentally relevant practices are shaped in sharing economy contexts and provides a basis for future research. Practically, the findings underscore the need for tailored strategies by platforms and policymakers to strengthen provider engagement.