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