Ricerc@Sapienza

This paper examines how sustainable consumption behaviours are assembled in peer-to-peer (P2P) platforms, based on four factors—services portfolio complexity, network membership, reputation and innovative practices—and its impact on P2P platform performance. Using data from one P2P accommodation platform in Romania and based on 2556 observations, we tested the research hypothesis using ordinary least squares regression. Specifically, services portfolio complexity positively influences sustainable consumption behaviours, while network membership has a negative influence. Services portfolio complexity has a positive influence on sustainable consumption behaviours when innovative practices are high. Finally, sustainable consumption behaviours positively influence P2P platform performance.