‘Sharing’ seems to be popular because of its environmental benefits. It results in more efficient allocation and use of resources. However, a recent study zeroes in on the fact that sharing is in fact driven by users being able to save money and gain easy access to products and services.
This implies companies should not employ marketing strategies centered around the green benefits of their product or service. Hence, instead of having environmental benefits as the aim, it would be a lot wiser for it to be an effect of a service. For instance, just look at how Airbnb and Zipcar are doing it. While not taking an environmental angle, green benefits are reaped as more and more people participate for varying reasons. (cheaper, easier, to earn extra cash etc.)