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New entrepreneurs’ behavior models with controversial consequences are forming on Internet-platforms of sharing economy. The aim of the article is to reveal theoretical and methodological approaches to behavior model of micro-entrepreneurs in the market of Internet-platforms and evaluate the consequences for sustainability of micro-entrepreneurs and economy. The dialectical method, cause-and-effect analysis, deduction and induction, analysis and synthesis were used. The research of sharing economy is being in active progress, however, the consequences for micro-entrepreneurs have not been estimated properly yet. A separate complex research is needed to assess the contribution of micro-entrepreneurs into achievement of development goals for national business.

Sustainability of micro-entrepreneurs’ business: the role of their behavior model on Internet-platforms in the context of sharing economy challenges