Different shades of sharing in the sharing economy: a prototype theory approach

Purpose The purpose of this paper is to develop and introduce the new Shades of Sharing Framework. Design/methodology/approach Building on prototype theory, this paper applies the method of conceptual explication through delineation. Findings This paper presents the Shades of Sharing Framework, which reveals that categories such as sharing and pseudo-sharing are formed around a set of prototypical examples rather than fixed boundaries and that these prototypes suitably distinguish genuine sharing from pseudo-sharing along with a set of 11 key attributes. By this, this paper categorizes the diverse consumer behaviors (e.g. traditional sharing, bartering, lending, trading, renting, gifting) in (pseudo-)sharing-based business models as prototypical examples, providing a more nuanced understanding of consumer behavior within this field. Research limitations/implications The paper shows blind spots in the literature as well as challenges for future research in the context sharing services. Practical implications This paper provides practical implications for service managers, helping them align business strategies with consumer expectations both within and around the sharing economy, addressing all relevant business models in the context of sharing, pseudo-sharing and collaborative consumption. Originality/value The framework resolves conceptual fragmentation in prior work by introducing an attribute-based logic for cumulative theorizing and linking micro-level behaviors to macro-level service-ecosystem perspectives.