Sharing economy platforms as mainstream: balancing pro-social and economic tensions

Based on the Theory of Planned Behaviour, this study explains sharing economy platform usage intention. Our results based PLS-SEM estimations with survey data (N = 655) from carpooling context show that orientation (i.e. instead owning/buying), grassroots engagement non-profit organisation driven by volunteers), and authenticity loyalty to original practice) are strong determinants people’s attitudes towards platform, while trend (e.g. ‘sharing economy’ paradigm) is not significant. This implies digitalisation can optimise older practices hitchhiking), online platforms facilitating contemporary need be embedded in ethos values raise intention – even though has become mainstream.