The SHARing ecONomy - motivations, barriers and effects.

In the ShareON project, we have addressed how sharing schemes can be designed to contribute to a low-carbon lifestyle. Specifically, we have looked at motivation and barriers to participating in sharing schemes, and possible effects of sharing on climate emissions and social interactions. We have used case studies from different sectors to investigate this: i) Transport with car sharing in a public sector enterprise (Buskerud County Council); ii) neighborhood sharing; iii) community supported agriculture (CSA); iv) sharing of cabins through the Norwegian Trekking Association (DNT). We have also assessed what lessons can be drawn from the case studies on the role of sharing in transforming to the low-emission society. In addition, we have conducted a national survey on sharing. Below is a description of the results for the different parts of the project. The national survey. Overall, the figures show that: - "Traditional" sharing such as inheriting clothes, participating in second-hand markets and loaning and borrowing is quite widespread. - generally, environmental concern is not stated as the main reason for sharing. - Many state that they think it is not so easy to ask to borrow things from others. Yet, respondents state they like to help others by lending or passing on used things. Such a barrier to sharing can be reduced if people are made aware that very many people would like to help. Car sharing. In this study we have seen that: - The use of cars in the pool resulted in that more employees shared cars during working hours, which resulted in fewer trips and more time for informal conversations. Some also changed their travel habits to and from work from private car to public transport or bicycle. The experience of using electric vehicles through the car pool made employees considering buying these types of cars later. - There were few spill over effects between the use of shared cars at work and in private. - The scheme can be assumed to have an effect on reducing greenhouse gas emissions from work trips, but a broad support depends on making this attractive, cost-effective and easily accessible. Sharing in neighborhoods. The study shows that: - Sharing between neighbors (reciprocal sharing) and sharing organized by a resident association complement each other and lead to increased sharing. We also show that sharing organized by a resident association is appropriate for sharing other items than those shared with neighbors, and can lead to increased social interactions. - The motivation for sharing in our case study is first and foremost economic and practical. - The climate emission reductions obtained from sharing smaller things like tools and also trailers are not substantial. However, sharing electric bicycles can have a larger potential for positive emissions effects by replacing travel by passenger car. Community supported agriculture (CSA). In this study we have seen that: - The motivation for becoming a member of a CSA-farm is linked to a motivation of consumers to utilize their consumer power to influence Norwegian food production in a sustainable direction. - Being a member of a CSA-farm can help change eating habits and planning of meals. For some, it also led to other lifestyle changes. - A model with drop-off points for members to pick up their weekly shares reduces climate emissions compared to a model where members travel to the farm to collect their shares. Members who replace part of the meat consumption with vegetables can lower their carbon footprint substantially. Sharing cabins. The study shows that: - The norms for how to behave at DNT cabins including codes of conduct for how to leave the cabin to the next guest differ from the explicit rules that are formulated on signs in the cabin. This can make it more difficult for new groups to use the system. - To some extent, the DNT system requires knowledge of the Norwegian friluftsliv - tradition and an understanding of and commitment to the underlying values on which the DNT system is based. - Sharing cabins through the DNT system can have significant positive climate emission effects, but it depends on how it is organized and the consumption profile of those who use the cabins. Taken together the case studies illustrate how sharing can contribute to sustainability transformations. It is easier to obtain results (frequency of use and social interactions) if mainstream values and attitudes are not challenged. By aligning with already existing values in the society, such as the tradition of voluntary work among the Norwegian population, it may also be possible to develop sharing schemes that can contribute to sustainability transformation in a more substantial way. It is also of importance to make known underlying values and practices of sharing schemes to those that are

The interaction between non-profit, commercial, public entities and researchers throughout the project has led to increased awareness of how sharing and the sharing economy can be developed in a sustainable direction. The project has for the user partners and other relevant societal actors: - Provided a greater understanding of different types of sharing schemes related to different exchange systems. Our cases are examples of sharing as a result of redistribution. Such systems complement sharing based on reciprocity. - Increased knowledge on effects of sharing schemes organized by public actors. The literature on car sharing has mainly been focused on private car sharing schemes. - Provided knowledge of the effects of community sharing. By investigating four different cases of community sharing within different consumption domains, we have identified important factors for sharing to take place and for it to be climate friendly.

The aim of this project is to provide recommendations to policy makers, businesses and communities on how sharing schemes could be designed to stimulate low-carbon lifestyles in Norway. There are many studies of the sharing economy. Few, however, have addressed the sharing economy's ability to assist a shift towards a low-carbon emissions society, which is the focus of this project. Further, most of the research on sharing has been concentrated on car sharing. This project expands the scope of studies on the sharing economy by including different sharing schemes within different sectors and compare motivations, barriers and effects across these. The research is focused on Norway to be able to assist policymakers, businesses and communities working with sharing schemes. The project has four parts: 1)A survey addressing if motivations and barriers for participating in sharing schemes vary with social structural factors and value orientations. 2)Case studies within the four largest consumption based carbon emission sectors. Here we address the motivations for and climate impacts of taking part in specific sharing schemes. 3)A comparative case study to investigate if motivations and climate impacts of taking part in sharing schemes vary across consumption domains, and if so how. 4)Recommendations to policy makers, businesses and communities based on the project results. The project is a transdisciplinary cooperation between economists, human geographers, sociologists and practitioners. The project is a KPN with Vestregionen as the financing partner. Professor Juliet Schor (Boston College) and professor Koen Frenken (Utrecht University) are our international partners. They both have a long research record on the sharing economy and will provide their perspectives and experience to the benefit of the project.