A significant number of scientific works are devoted to the study of the factors influencing the perception of the sharing economy in the minds of consumers, while there is no unambiguous understanding of which factors are key in this process in various socio-economic conditions. Most researchers rightly believe that user perception in general is related to their motivation. Perception determines the change in motives, as well as their weakening or strengthening among users and producers in the sharing economy. Hamari et al. [41] and Hellwig et al. [42] highlight ideological and economic factors. Davidson et al. [43] emphasize the diversity of motives (convenience, flexibility, interaction, local authenticity, economic benefit) and perceptions of the participants. Pisano et al. [44] show that participation in the sharing economy practices, on the one hand, is based on trust, but, on the other hand, can change the perception and thinking of users towards increased transparency, openness, collaboration, and sharing. Acquier et al. [5] and Möhlmann [45] consider extrinsic and intrinsic motivation. At the same time, Chung and Lee [46] emphasize the importance and prevalence of extrinsic motivation, since utilitarian and hedonistic motivation, as well as perceived trust, have a positive effect on consumer propensity [47]. Barnes and Mattsson [48] highlight economic, environmental, political, social, and technological factors that influence consumer perception. Rebiazina with co-authors [49] explain the attitudes and expectations of participants in the sharing economy by socio-technological, economic-political, and personal groups of factors, emphasizing that perception largely depends on the socio-demographic and psychological characteristics of the participants, as well as the sphere of the sharing economy.

The perception of participants can be quite rational from an economic point of view, on the basis of the possibility of obtaining benefits from lower prices and reducing transaction costs, as well as the realization that it is meaningless to invest in expensive goods for limited use. At the same time, attitudes are not always based on financial incentives. Changing cultural and social norms towards sustainable consumption fosters a positive perception. At the same time, a significant proportion of consumers attribute environmental benefits to the sharing economy and believe that such practices contribute to strengthening social ties [50]. It is probably the case that millennials are readier for a positive perception of new ways of consumption; moreover, this is due not only to the evolution of consumption patterns from generation to generation, but is also an additional consequence of the more intensive dissemination of digital practices among them, creating reputation and rating online mechanisms and reducing risks in consumer perception.

Investigating the factors that determine the context of sensitivity of consumers to sharing services based on empirical evidence is extremely important from several points of view. Firstly, such an analysis makes it possible to understand the prospects for the development of the sharing economy in various socio-economic conditions, and secondly, the identification of key factors allows us to customize the marketing strategy of the sharing services. Finally, “working” with each factor that determines the consumer attitude to the sharing economy, individuals are able to strengthen the existing drivers and level the existing barriers.

There is a quite limited number of studies focused on difference in perception of the sharing economy depending on personal characteristics of respondents. Interesting research was conducted by the group of researchers within EU H2020 project, i.e., “Millennials and the Sharing Economy: European Perspectives” [51]. The authors of the report state that Millennials show “divergent consumption patterns when compared to older generations”. They also refer to other researchers as Xu et al. [52] or Klein and Smart [53], who have concluded that Millennials are less likely to be homeowners and are more likely to choose public or shared transportation over owning their own car. There are also other studies confirming that Millennials are most likely engaged in the sharing economy activities than older generations. For instance, a survey in North America based on the answers of 1000 adults revealed that “Millennials were almost three times as likely to use a space to stay, like Airbnb, or use professional services, like tax preparation, than people ages 35 and older” [54]. Thus, we can assume that the age is one of the dominant factors determining the intention for engagement in the sharing economy.

The results of the research conducted by Buda [55] revealed that “openness” to the sharing economy services is influences by socio-economic characteristics such as “economic status” (openness is overrepresented among active workers and students), “generation” (representatives of Y and Z generations are much more open to using sharing economy services; the Baby Boomers refuse sharing economy services), and education. In this study, gender was not a determining factor. However, other researchers state that women are more motivated to participate in the sharing economy [42,56,57].