Nowadays, information technology and the Internet are becoming a driver for a shared consumption economy (sharing economy). The paper aims to analyse the current level of use and prospects for the development of models of the sharing economy in Russia. We identify the effects of sharing consumption for the circular economy and study factors that stimulate the use of peer-to-peer models. One of the study’s tasks was to investigate the involvement of the young generation in the sharing economy, as the most promising part of the population. The study is based on the analysis of open Internet sources on the operation of sharing platforms in Russia and a survey among students at two Russian universities (RUDN University in Moscow and Kuban State University in Krasnodar) to identify the awareness of young people regarding sharing platforms. Analysis of the current state of sharing in Russia showed that the use of most types of sharing is at an initial stage. At the same time, the prospects for economic growth and population development are quite high. The article identifies several effects of digital platforms for sustainable development, the main of which are informed consumption and production. For the further growth of users of the sharing economy, the authors highlight the level of penetration of the Internet and the need for high-quality services on digital platforms. Educational organisations can also become a platform for the development of models of the sharing economy by involving students in sharing processes, as demonstrated by the survey.

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This paper contributes to the literature on sustainable consumption by in-depth analysis of the factors affecting the probability of 57 different practices of proenvironmental behavior (PEBs) in Russia. The set of studied PEBs includes not only popular energy-saving and waste-management practices but also more circular patterns of plastic consumption, shopping, and city mobility. To study real and potential barriers to greening consumer behavior models, we conducted a survey of 623 respondents using a questionnaire developed based on a comparative analysis of similar studies conducted in other countries. The processing of the survey results was carried out using nonparametric statistics due to the absence of a normal distribution of the sample for most of the studied characteristics. The results of the study revealed that the main barriers to sustainable consumption in Russia are the lack of appropriate infrastructure as well as a lack of knowledge. Infrastructural barriers in some situations makes sustainable consumer behavior impossible or inconvenient (in this case, preference is given to other types of consumption), or in some cases necessitates spending additional time and money (then sustainable consumer behavior is not completely denied but practiced less often).