Resistance to the sharing economy: Why some consumers and providers do not participate in P2P sharing

This study examines the barriers that hinder individuals form participating in the sharing economy. It analyzes whether non-users’ unfavorable perceptions of peer-to-peer (P2P) sharing (active resistance barriers), or their aversion to change and satisfaction with the status quo (passive resistance barriers) cause them to reject P2P sharing. By conducting separate structural equation modeling (SEM) analyses on a sample of 233 non-consumers and 240 non-providers, the study differentiates between resistance to P2P consuming and P2P providing. The findings reveal that non-users’ resistance to P2P sharing is primarily driven by active resistance barriers. Non- consumers reject P2P consuming as a result of the usage barrier, value barrier, trust barrier and economic risks, whereas non-providers reject P2P providing due to the usage barrier and functional risks. This research contributes to the sharing economy literature by shedding light on the underexplored topic of resistance to P2P sharing, particularly emphasizing the overlooked role of P2P providing. It shows that P2P sharing possesses distinct characteristics resulting in unique resistance patterns that differ from those observed in B2C sharing. Furthermore, the study extends the innovation resistance literature by applying both active and passive resistance frameworks in the context of a service innovation, broadening the scope beyond the commonly studied active resistance to product innovations.