Literature review of the sharing economy: Socio‐cultural perspective

Abstract

AbstractThis article reviews the literature to explore the role of culture in the sharing economy. During the literature review process, we used the terms collaborative consumption, collaborative economy, gift economy, gift‐giving, mesh, peer‐to‐peer, and commercial sharing systems in addition to the term sharing economy. Thus, we offer a reasonably broad scope in our research. It analyses 89 articles through a systematic literature review to determine the role of society and culture in the sharing economy. In addition, it offers a theoretical and descriptive exploration of the sharing economy and culture. The research shows that cultural dimensions and sharing motives shape the role of culture in the sharing economy. In this context, we determine the dimensions of power distance, uncertainty avoidance, individualism–collectivism, masculinism, long‐ and short‐term orientation, and indulgence‐restrain. In addition, we determine economic, social, sustainability, materialism, and trust motives. It shows that materialism, economic, sustainability, and trust differ depending on cultural dimensions. This situation shapes the attitudes and intentions of individuals toward the sharing economy. In addition, the study lists the cultures studied and the theoretical approaches used in previous cross‐cultural studies on the sharing economy. The study shows that cross‐cultural studies often focus on the cultures of the United States, China, and India. Finally, we offer suggestions for future research.