The 'Sharing Behavior' project aims to increase the understanding of behavioral and contextual factors affecting decision-making processes of (potential) users of sharing economy initiatives. The project focuses on car sharing services (CSS) and collaborative fashion consumption (CFC) as case studies. The project has four main research activities: 1) to identify case studies and behaviors to be changed, 2) to determine factors that affect consumer behaviors, 3) to conduct policy experiments to analyze consumer's willingness to adopt sharing activities, and 4) to develop policy recommendations. It involves collaborations between research groups in Sweden and Spain. The project is funded by VINNOVA, Sweden’s Innovation Agency.