The emergence of the Internet has enabled the development of online platforms, in which user-generated content, sharing and collaboration are promoted (Kaplan and Haenlein, 2010). Due to these technological advances, consumers are able to share goods and services more easily. This led to the development of the sharing economy, which is primarily based on the principle of ‘collaborative consumption’. Collaborative consumption is defined as “the peer-to-peer-based activity of obtaining, giving, or sharing the access to goods and services, coordinated through community-based online services”(Hamari et al., 2015). Some of the most well known collaborative consumption initiatives are: eBay, Uber, Airbnb, and Zipcar.

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