Sharing Economy as Part of the Circular Economy. How Ready are Greek Consumers?

Abstract The use of the term sharing economy is increasingly intensified in the international literature. Furthermore, several studies have confirmed the link between the sharing economy and the circular economy , mainly because the former supports the latter by promoting sustainable consumption. To make this possible, however, there must be an a priori positive inclination on the part of consumers to support business initiatives and ventures based on the central idea of the sharing economy . The aim of this research is to investigate the readiness and intention of Greek consumers to support the sharing economy model in the context of the implementation of methods for the transition to the circular economy . The results showed low levels of awareness of Greek consumers towards the sharing economy and that it can be a part of the circular economy. Furthermore, Greek consumers do not seem to have a high level of trust in businesses operating in the context of the sharing economy and their use of online platforms is not satisfactory. Results also shown that the sharing economy ends up producing quite significant results in the context of strengthening the circular economy. Finally, research revealed that, in addition to the social, economic, technological, and environmental factors that have influenced and given impetus to the sharing economy among Greek consumers, trust among peers is one element that is the fundamental basis for an economy in transition to adopt both sharing and circular economy models.