The article presents an analysis of the development of the economy of joint consumption in Russia, an essential area of human activity to ensure sustainable development, conservation of natural resources and energy. The paper presents a typology of the sharing economy. The fastest-growing markets are described: C2C sales, social savings (joint purchases), rental of goods, P2P services in the field of direct hiring (freelance), crowdfunding, and car-sharing. Particular attention is paid to changing the aging portrait of the market participant for the sharing economy, the conquest of these markets by more advanced categories of sellers and buyers. It is concluded that the sharing economy in Russia is on the verge of rapid growth and the need for government support for investments in this area.

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The new concept of sharing economy gains the increasing popularity in the economic environment. The relevance is caused, first of all, by change of an economic paradigm in general and also inevitable transformations of social processes. Within traditional economy the purpose of the economic transaction is transfer of "property" on a product. The economy of sharing consumption has changed standard idea of the transaction purpose. This new type of economy is the economy based on "possible access", but not on "possession" of physical and human assets, such as time, space and skills. (Botsman & Rogers 2010). In other words, people lend and borrow assets, but don't buy and own them. Economy of joint consumption (sharing economy) -the economic model based on collective use of goods and services, exchange and rent instead of possession. Now society passes from overconsumption to model of joint consumption. Moreover, joint consumption becomes a basis of the business ideas. The article's purpose -to study features and tendencies of development of sharing economy in Russia, to analyze the main spheres in which the similar model of the relations develops, to establish the reasons which are slowing down development of sharing economy. The main approaches to measurement of economy of joint consumption are analyzed in the presented work. Much attention is paid to a problem of trust. Many researchers call trust the "social" capital which is the basement of the economic relations. It is possible to allocate several forms of trust. Now most people trust familiar people. The economy of joint consumption gives the chance of the communication based on trust. Also this type of economy allows to save resources and, as a result, keep the ecological balance. The main advantages and industries, technologies of sharing economy are studied in the article.