Drivers and barriers for the adoption of use-oriented product-service systems: A study with young consumers in medium and small cities

Abstract

Considering that one of the alternatives for transitioning to a circular economy is the adoption of new business models based on use/performance instead of product ownership, we focused this study on the adoption of product-service systems (PSS). Specifically, we identify the main drivers and barriers affecting the adoption of use-oriented PSS by young consumers residing in medium and small cities. We opted to perform a descriptive research with a quantitative approach. We verified that “environmental concern” and “healthy lifestyle” are the main drivers for the adoption of use-oriented PSS, while “unavailability of use-oriented PSS in the region or city” presented the greatest barrier to the adoption. Furthermore, we conclude that drivers associated with hedonistic/experiential needs (such as self-fulfillment, self-esteem, sense of belonging), as well as personal factors (such as age and lifestyle) tend to positively incentivize the adoption of use-oriented PSS. Notwithstanding, “situational factors”, as PSS availability and information about costs and usage methods can serve as inhibitors. Finally, to assist managers and academics, we propose a framework that summarizes the identified PSS adoption drivers and barriers along with recommendations to optimize adoption drivers.