Making Ours Mine: Increasing Consumer Acceptance of Access-Based PSS through Temporary Product Customisation

Vivian S. C. Tunn, Richard Fokker, Koen A. Luijkx, Silke A. M. De Jong and Jan P. L. Schoormans
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Vivian S. C. Tunn: Delft University of Technology, Landbergstraat 15, 2628 CE Delft, The Netherlands
Richard Fokker: Delft University of Technology, Landbergstraat 15, 2628 CE Delft, The Netherlands
Koen A. Luijkx: Delft University of Technology, Landbergstraat 15, 2628 CE Delft, The Netherlands
Silke A. M. De Jong: Delft University of Technology, Landbergstraat 15, 2628 CE Delft, The Netherlands
Jan P. L. Schoormans: Delft University of Technology, Landbergstraat 15, 2628 CE Delft, The Netherlands

Sustainability, 2019, vol. 11, issue 1, 1-11

Abstract: Access-based product-service systems (AB-PSS) have the potential to lower environmental impacts. Currently, a lack of consumer acceptance and, consequently, low adoption levels of AB-PSS are challenges preventing the realisation of their sustainability potential. This study proposes temporary product customisation to lower barriers for the acceptance of AB-PSS. We investigated whether customisation through modifying the appearance of an easily changeable attribute of a typical product, and thereby changing the product personality, could improve consumer acceptance while limiting the impact on sustainability. To explore this, a 3 × 1 between-group design experiment was conducted with consumers who are familiar with offerings similar to the AB-PSS we tested. The results indicate that respondents have a strong preference, as is widely recognised, for typical products in an AB-PSS. Infusing meaning and intangible value into accessed products through customisation can simultaneously lead to wider acceptance in the market and individual consumers’ satisfaction. Our findings confirm that consumer acceptance increases if a product fulfils intangible needs along with functionality needs. The results can be used to think about new ways in which product design can enhance the diffusion of AB-PSS in the consumer market.

Keywords: circular economy; consumer acceptance; customisation; diffusion; intangible value; personalisation; product design; product-service system; typicality (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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