To share or not to share? Explaining willingness to share in the context of social distance

Sharing can help make goods available to many people who would otherwise have no access to them. In the effort of motivating more people to participate in the sharing economy, it is useful to know the variables that influence the willingness to share (WTS). Our study aims to identify these variables. Applying field theory, we conducted an experiment based on nonmonetary sharing situations. Complementing existing research directed towards users of goods, we focused on the providers of goods, thus broadening the understanding of sharing contexts. We demonstrate that WTS can be explained by several variables. In particular, a low social distance increases individuals' WTS their belongings with others. Product involvement is also a predictor of whether or not people are willing to share. In contrast, consumer characteristics such as materialism, altruism, and interpersonal trust have no impact on sharing intentions. Our findings provide significant implications for consumer research and for the marketing of sharing organizations.