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The aim of the article is to analyze the relationship between lifestyle changes and willingness to use sharing economy services in tourism, including peer-to-peer accommodation. On the one hand, knowledge of lifestyle changes can help adapt the product offer to the requirements of consumers. On the other hand, products that consumers use can reflect lifestyle changes. The following classification of motivations for sharing economy activity selection resulting from the subjects’ lifestyles has been proposed: personal motivations—related to economic advantages; social (conformist) motivations—resulting from the need to fit in with others; and ideological motivation—resulting from the understanding of the processes of natural environment degradation and excessive consumption. In order to gather opinions and to understand behaviors, attitudes, and preferences regarding sharing economy activities (i.e., the sharing of transportation, food, clothes, equipment, and accommodation), the focus group interview method was used (6 groups, 5–8 participants each). Discussions were conducted separately for two populations: young with time (YT) and older rich (OR). The study demonstrates lifestyle changes between the generations. YT actions are the consequence of personal and ideological motivations. OR have lifestyles that result from personal and conformist motivations. Neither population sees a relationship between participating in the sharing economy and caring for the environment and preventing excessive consumption.

Sharing Economy and Lifestyle Changes, as Exemplified by the Tourism Market