The sustainability potential of peer-to-peer (P2P) accommodation sharing will not be fully achieved until sustainability is fully understood as a motivating force. This study examines the influence of perceived sustainability and familiarity on loyalty intentions with platform trust and satisfaction as mediators and age as a moderator. An online survey with 507 UK Airbnb users found that perceived sustainability and familiarity are effective drivers of consumers’ loyalty in relation to Airbnb, alongside the mediators of platform trust and satisfaction. In addition, the effect of perceived sustainability on platform trust is greater among younger users, which feeds further to satisfaction and consequently loyalty. This timely study adopts an integrative approach which recognises the interplay of sustainability, familiarity, trust and satisfaction in predicting loyalty intentions for P2P accommodation. This can, in turn, help to unlock the potential of P2P accommodation to deliver more sustainable outcomes for people, places and the planet.

在可持续性被充分理解为一种推动力之前，点对点 (P2P) 住宿共享的可持续性潜力将无法完全实现。本研究考察了感知可持续性和熟悉度对忠诚度意图的影响，其中平台信任和满意度作为中介，年龄作为调节者。一项针对 507 名英国 Airbnb 用户的在线调查发现，感知的可持续性和熟悉度是消费者对 Airbnb 忠诚度的有效驱动因素，同时也是平台信任和满意度的中介因素。此外，感知可持续性对平台信任的影响在年轻用户中更大，这进一步提高了满意度和忠诚度。这项及时的研究采用了一种综合方法，认识到可持续性、熟悉度、信任和满意度预测 P2P 住宿的忠诚度意图。反过来，这可以帮助释放 P2P 住宿的潜力，为人类、地方和地球带来更可持续的成果。