Dissecting sustainability myths in the market through the history of books and video rental

Abstract

ABSTRACT This study examines the notion of substitutionalism, which assumes that the introduction of sustainable alternatives will inherently displace unsustainable production and consumption systems. By studying the emergence of two historical examples of sustainable consumption, book and video rental, this study offers a unique opportunity to understand the effects of sharing from a distance and as a dominant consumption practice. The findings show that commercial lending did not displace new sales; instead, it transformed these subjects into mass-consumer products. Rental offered a lower price, greater supply, established new branches, and turned reading books and watching movies at home into consumer cultures. Producers initially resisted rental, but seized shares of the income as rental grew, and controlled the rental market so that cannibalization of the conventional consumption practices was avoided. This research challenges the core assumption of substitutionalism and highlights the need for a deeper understanding of market dynamics.