Revealing patterns in household product consumption and sharing: An approach to support urban governance towards a sustainable sharing economy

To accomplish the sustainability potential of the sharing economy (SE), there is a need for proactive governance of the SE. In this paper, we aim to generate knowledge on household product consumption and sharing to support SE governance in Gothenburg City (Sweden). Data from two independent cross-sectional questionnaire surveys were statistically analyzed, which generated insights within 7 product groups covering household durables; and within 20 demographic categories regarding gender, age, dwelling type, education level, family composition, and income. Results were in accordance with the well-known attitude-behavior gaps regarding sustainable practices, though variance was seen for these gaps depending on the product and demographic group considered. The study suggests that, for 2021, clothes were consumed in high amounts (units/year) but there was relatively low interest and participation in sharing them, while the opposite was seen for tools and leisure items. As for demographic groups, men were less likely than women to reduce their consumption through participating in sharing, contrary to respondents with higher education. Governance reflections are included for the highlighted cases, such as investigating the reasons why men are less interested in the SE and in reducing their consumption; and exploring hinders to achieving a critical mass of users and providers in clothes sharing.