User participation dilemmas in the circular economy: An empirical study of Scandinavia's largest peer-to-peer product sharing platform

Reusing material products via peer-to-peer (P2P) sharing is one of the circular economy (CE) strategies to fulfil consumer needs with minimised environmental impact and material consumption. However, adopting sharing practices challenges both societal normative behaviours as well as existing business models businesses. Previous studies grounded on stated answers about values, intentions and attitudes of users found several factors that impede the practice of sharing, even though users' needs were said to be satisfied. Nevertheless, few studies have looked at dilemmas that users face while engaging in sharing practices and how these inhibit their participation in CE solutions. This study addresses these discrepancies empirically in the context of P2P product sharing. Using a trust-ownership-need model, we investigated users' reviews (n=415) from an online P2P product sharing platform operating in Sweden and Norway. The data analysis method is a qualitative content analysis of the users' comments (from lessors or lessees). The results reveal the dilemmas that the platform users experience, i.e., information transparency, product pick-up and return arrangements, product quality, security, and user knowledge to operate the product. We argue that missing social presence in the virtual environment, low competence in sharing practice from lessees, and lax platform governance are contributing factors underlying the dilemmas. The research concludes with strategies for promoting user participation in sharing practice and optimising platforms to pursue CE's environmental promises.