THE ECONOMY OF SHARED CONSUMPTION: PROSPECTS AND CHALLENGES FOR TRADITIONAL MARKETS

UDC 339.138
DOI: 10.36871/ek.up.p.r.2025.01.06.002

Authors

Venera K. Ayupova,
UVO “TISBI University of Management”, Kazan, Russian Federation
Irina R. Topunova,
State University of Management, Moscow, Russian Federation
Sergey E. Ustinov,
"Russian University of Cooperation" Kazan Cooperative Institute, Kazan, Russian Federation

Abstract

The article examines the prospects and challenges associated with the develop-ment of the sharing economy and its impact on traditional markets. Key growth drivers of this model, such as technological progress, changes in consumer preferences and the desire for sus-tainable development, are analyzed. Particular attention is paid to transformations in the struc-ture of competition, risks for traditional companies and possible approaches to their adaptation. Environmental and social effects are considered, and directions for further research aimed at optimizing the interaction between sharing platforms and traditional businesses are proposed.

Keywords

sharing economy, traditional markets, sustainable development, platform economy, digital technologies, business models, environmental effects, regulation