Unveiling the Green Potential: Exploring Sustainable Value Creation in Serbia's Sharing Economy

Abstract

Sharing economy is experiencing significant growth worldwide driven by a decrease in consumer confidence, substantial progress in the IT sector, and the rise of novel technologies. Although the sharing economy holds promise for promoting sustainable development and providing numerous avenues for tackling practical sustainability concerns, there is not a lot of empirical researches scrutinizing the sustainability of business models within sharing economy. The aim of this study is to introduce a methodology for assessing and analysing the sustainability of sharing economy business models, providing valuable insights into the state of sustainable value creation within sharing economy enterprises specifically in the Republic of Serbia. Key sustainability factors were utilized to gauge the level of business models sustainability, and the application of the established model yielded significant findings regarding the generation of sustainable value, underscoring its relevance and encouraging policymakers to sustain sharing economy support initiatives for its inherent sustainable attributes.