Reselling, giving, swapping, short-term renting and lending are all models that can help to increase the usage duration of resource-consuming goods. They are part of a real sharing economy that is undergoing regeneration due to the development of digital technologies. Public authorities should build an economic and regulatory framework that is favourable to virtuous models. Sharing economy entrepreneurs should analyse and improve their environmental performance. Users have a particularly important role in the case of peer-to-peer models. Environmental impact depends heavily on user behaviour and on the values that drive their actions.