How sharing promotes sustainability

Consumer behavior has changed dramatically. Engagement, meaning, and the longing for belonging to a wider community, conscious consumerism and sustainability concerns have paved the way to a consumer readily accepting and taking part in the collaborative economy. From niche to a significant trend, collaborative consumption and related businesses represent a market opportunity worth 100 billion USD within a few years to a decade. This paper explores the concept of the sharing economy or collaborative consumption and especially its role in promoting sustainability.