Promoting synergies for sustainability through peer-to-peer sharing: an analysis of drivers and barriers

ABSTRACT Peer-to-peer (P2P) sharing may foster sustainability synergistically by saving resources, reducing costs and promoting satisfaction of consumer needs and social connectivity. A survey of Swiss and Swedish consumers (N = 1522) was conducted to analyze drivers and barriers for P2P sharing of household products as taker and/or provider in a complementary way referring to social exchange theory. More than two-thirds (69.1%) of the participants took or provided shared household products during the previous 12 months. The traditional mode of sharing was more prevalent (53.5%) than sharing on online platforms (14.5%). Nearly half of the participants (44.5%) both took and provided shared products, 18.1% exclusively took and 6.5% exclusively provided them, and 30.1% were non-sharers. The traditional mode of sharing involved more reciprocal sharers (66.7%), who both took and provided products, compared to online sharing. Reciprocal sharers were on average younger and had higher income and education levels than non-sharers. Furthermore, their ecological, social, and economic value orientations were stronger, and they rated the benefits of sharing higher than non-sharers. Knowledge about sharing and experience of positive emotions when sharing were consistently positively related to both the number of products taken and provided. To promote the sharing economy, online sharing platforms should enhance consumer’s knowledge and trust through information campaigns and review or insurance systems. Marketing activities should communicate easy access and application of platforms, and the ecological, socio-emotional and economic benefits. A meaningful social interaction between takers and providers should be promoted to promote social connectivity and emotionally positive experiences.