Paradoxes of the sharing economy - the case of peer-to-peer clothes sharing

Abstract

Introduction – Peer-to-peer asset sharing platforms are a sharing economy business model emphasizing access rather than ownership. Research on consumer motivations, barriers, and dilemmas is growing, revealing various influential intrinsic and extrinsic factors. Moreover, research on SE paradoxes is increasing. However, there is a lack of research on the impact on consumer behavior and niche platforms such as peer-to-peer clothes sharing platforms. It is uncertain whether this model promotes social and environmental goals or leads to ambiguous behavior. This study, therefore, examines What behavioral paradoxes occur in peer-to-peer clothes sharing? Theory – As there are many definitions of SE and business models, the definitional basis is established with the main characteristics, such as peer-to-peer, online asset sharing, temporary access, or monetary exchange, thus providing the framework for this study. In addition, the paradoxical perspective of this study is presented, which is important for further data analysis. Methods – This study uses a qualitative, exploratory method with a grounded theory orientation and inductive, iterative data analysis. The literature review (LR) explored motivations, barriers, implicit and explicit paradoxes, and participant perspectives, while the purposive sampling of interviewees for the semi-structured interviews enabled deeper insights into consumer behavior in clothes sharing. Thus, new insights were embedded into existing knowledge, and behavioral paradoxes were uncovered. Results – The results show that motivations on the user side are influenced by personal motivations, feelings, sustainability, social, economic, and trust. While the peer provider has economic, social, and trust as motivations. It is also evident that the platform provider plays a greater role with additional offers (events, responsibility) and influences peer behavior. Overall, the existence of behavioral paradoxes on these platforms could be confirmed. A total of 11 behavioral paradoxes were identified, divided into interpersonal (between peers) and intrapersonal (within a person) paradoxes, which influence the effectiveness of these platforms. Discussion/Conclusion – This study fills the gap with motivations, barriers, and behavioral paradoxes among peers on peer-to-peer clothes sharing platforms, providing insights into the complex interplay between surrounding factors, individual preferences, and platform conditions. The new findings on the different levels of behavioral paradoxes reveal the deep-rooted complexity between peers and within an individual. Therefore, it is not only about sustainable or economic factors but also about psychological and social dynamics influencing peers. This leads to a better understanding to develop strategies that account for these paradoxes and better predict, influence, accept, or adopt peer behavior.