Deterrents to Participation in Sharing Economy Activities: Cross-Country Survey

Research background: Sharing economy is driven by a number of factors, such as intensified application of internet and smartphones, shift towards circular economy and sustainability, and globalization. An impact of globalization processes on consumer society is expressed not only in growth of international trade or development of transnational corporations, but also in change of cultural and communication patterns, specifically regarding change in attitudes towards ownership. Purpose of the article: The goal of the research is to evaluate consumers’ perception of a sharing economy. The current research continues the previous studies conducted by the authors but focuses on reasons for consumers’ negative attitude towards sharing economy. Methods: The study is conducted on the basis of survey results, which include 876 valid questionnaires. To understand the relationship between personal characteristics and lack of activity in sharing economy, the study implemented moderation statistical analysis. The choice of moderators was based on theoretical ground that estimates age, gender and education to influence person's choice on sharing economy; in this study those predictions are testing by means of moderation analysis. Findings & Value added: The authors tested the moderation effect of age, gender, and education on withdrawal from the sharing economy practices in relation to key sharing economy sectors (respondent was involved as service receiver/provider). Besides, the moderation effect of respondent's involvement into sharing economy as provider and receiver on withdrawal from the sharing economy practices in relation to key personal characteristics of the respondent was tested