SHARING ECONOMY: THE BASICS OF MARKET RELATIONS IN NEW ECONOMIC REALITY

The article examines the features of the behavioral and business model of joint consumption and its impact on the market. The subject of the study is the transformation of commoditymonetary relations occurring in the sharing economy. Global expansion of joint consumption in the world and its growing popularity in Russia, alongside the lack of relevant studies in Russian literature determines the relevance of the work. In order to study economic nature and market foundations of sharing economy, the authors apply an interdisciplinary approach as well as general scientific methods of analysis, synthesis and modeling. To assess the viability of this model in the face of new challenges, methods of statistical data analysis and expert assessments are used. The authors argue that the basis of sharing economy is a rationalistic model of individual’s behavior who refuses to own excess property in favor of temporary access to the good to save resources and maximize utility. The basic principles of sharing economy (rationality, efficiency, profitability, urgency and trust), as well as specific interaction of its participants, have an impact on commodity-monetary relations, leading to the transformation of market fundamentals: a change in private property paradigm, a shift in subjective foundations of the market and in the standard exchange scheme, a partial removal of market «failures». Recent challenges provide a real test of sharing economy, and demonstrate high adaptive abilities, which allows us to look positively at the future of a new consumption model and opens interesting areas for further research.

1. Veblen, T. (2020). The theory of the leisure class: trans. from English / intro. art. and notes by S. G. Sorokina; general ed. by V. V. Motylev. LENAND.

2. Gerasimenko, V. V. (2021). Development of the e-Commerce platform market in Russia: structure, expansion, trends. Moscow University Economic Bulletin, 21 (2), 33–48. https://doi.org/10.38050/01300105202122.

3. Golovetsky, N. Y., & Grebenik, V. V. (2017). Fundamental foundations of the economy of joint consumption. Moscow Witte University Bulletin, 4 (23), 21–25. https://doi.org/10.21777/25879472201742126.

4. Zemskova, E. S. (2019). Sharing as a reflection of consumer values in the digital economy. Scientific journal NRU ITMO. Series: Economics and environmental management, 3, 17–24. https://doi.org/10.17586/2310117220191231727.

5. Kononkova, N. P. (2018). A textbook for students of natural sciences and humanities faculties. Moscow University Press.

6. Kononkova, N. P. (ed.) (2019). Digital transformation of the economy: state, business, society: a collective monograph. TEIS.

7. Lapidus, L. V., Sorokina, L. A., & Gostilovich, A. O. (2020). Generation Z awareness of digital transformation technologies under a technological shift. Ars Administrandi, 4, 618–638. https://doi.org/10.17072/2218917320204618638.

8. Lymar’, E. N. (2018). Economics of joint consumption in modern Russia. Bulletin of Chelyabinsk State University, 12 (422), 67–72. https://doi.org/10.24411/19942796201811207.

9. Markeeva, A. V. (2017). Sharing economy: problems and development prospects. Innovations, 8 (226), 73–79.

10. Orlova, G. A., & Zelenuk, A. N. (2016). Development of the “Share” economy. Russian foreign economic bulletin, 8, 3–11.

11. Porokhovsky, A. A. (2005). About the Russian model of the market economy. Moscow University Economic Bulletin, 1, 27–40.

12. RBC (31.07.2020). Sharing digest №15. Retrieved September 30, from https://trends.rbc.ru/trends/sharing/5f2408169a7947e576fe6c26.

13. RBC (11.06.2020). The head of BlaBlaCar about the impact of the pandemic on sharing. Retrieved September 30, from https://trends.rbc.ru/trends/sharing/5ee12a989a7947e22ee93063.

14. Russian association of electronic communications. (2021). Sharing economy in Russia 2020. Retrieved July 25, from https://tiarcenter.com/wp-content/uploads/2021/02/TIARRAEC_Sharing-Economy-2020.pdf.

15. Thaler, R. (2020). Misbehaving: The Making of Behavioral Economics: trans. from English by A. Prokhorova. Eksmo.

16. Tolkachev, S. A., Mikhailova, P. Y., & Nartova, E. N. (2017). Digitization of manufacturing of the industrial Internet of things. The Economic Revival of Russia, 3 (53), 79–89.

17. Sheresheva, M. Y., & Katsoni, V. (2019). Sharing economy in hospitality and tourism. Moscow University Economic Bulletin, 1, 71–89.

18. Benkler, Y. (2004). Sharing Nicely: On Shareable Goods and the Emergence of Sharing as a Modality of Economic Production. The Yale Law Journal, 114, 273–285.

19. Botsman, R., Rogers, R. (2010). What is mine is yours: the rise of collaborative consumption. HarperBusiness.

20. Kreiczer-Levy, S. (2015). Consumption Property in the Sharing Economy. Pepperdine Law Review.

21. Rifkin, J. (2001). The age of access: the new culture of hyper capitalism where all of life is a paid-for experience. TarcherPerigee.

22. Schor, J. (2016). Debating the Sharing Economy. Journal of Self-Governance and Management Economics, 4 (3), 7–22.

23. World Inequality Lab (2018). Доклад о неравенстве в мире 2018. Retrieved July 31, 2021, from https://wir2018.wid.world/files/download/wir2018-summary-russian.pdf.