Product Service Systems Users and Harley Davidson Riders: The Importance of Consumer Identity in the Diffusion of Sustainable Consumption Solutions

Abstract

Summary This article sets out an approach to researching sociocultural aspects of product service systems (PSSs) consumption in consumer markets. PSSs are relevant to industrial ecology given that they may form part of the mix of innovations that move society toward more‐sustainable material and energy flows. The article uses two contrasting case studies drawing on ethnographic analysis: Harley Davidson motorcycles and the Zipcar car club. The first is a case of consumption involving ownership; the second is one of consumption without ownership. The analysis draws on consumer culture theory to explicate the sociocultural, experiential, symbolic, and ideological aspects of these case studies, focusing on product ownership. The article shows that ownership of Harley Davidson motorcycles enables riders to identify with a brand community and to define themselves. Owners appropriate their motorcycles through customization. In contrast, Zipcar users resist the company's attempts to involve them in a brand community, see use of car sharing as a temporary fix, and even fear contamination from shared use of cars. We conclude that iconic products such as Harley Davidson motorcycles create emotional attachment and can challenge PSS propositions. But we also suggest that somewhat standardized products may present similar difficulties. Knowing more about sociocultural aspects of PSSs may help designers overcome these difficulties.

Predicting consumer adoption of branded subscription services: A prospect theory perspective

“…This is in line with previous applications of this theoretical framework in product cases that are perceived to be risky or innovative (Wang & Hazen, ). As such, it is argued that Prospect Theory can complement the use of Practice Theory and Consumer Culture Theory that have been used previously to probe into what may motivate or prevent continued use of PSS after initial adoption (Catulli et al, , b; Mylan, ).…”

“…From a theory perspective, this paper contributes to the growing stream of literature on consumer adoption of PSS by providing a theoretical underpinning in Prospect Theory that may be adapted to systematically and quantitatively predict the purchase intention choices of PSSs, as opposed to mapping the complexities of PSS use through sociology of consumption and Practice Theory approaches (Mylan, ) or Consumer Culture Theory (Catulli et al, , b). From an empirical perspective, drivers of and barriers to consumer adoption in a PSS case combining the three key mechanisms responsible for sustainability gains, which are lack of newness, ownership, and choice, are investigated.…”

“…First, although these studies have advanced the understanding of the range of drivers and barriers to consumer adoption, the relative importance of these is unknown as initial studies have largely utilised qualitative approaches (e.g. Catulli, Cook, & Potter, 2017a, 2017bCherry & Pidgeon, 2018;Linder & Williander, 2017;Poppelaars, Bakker, & van Engelen, 2018;Rexfelt & Hiort af Ornäs, 2009). In the case of quantitative studies, scholars have divided their attention between a number of different PSS options to map which barriers affect which PSS configurations (e.g.…”

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

“…On the one hand, previous research indicates that a high use intensity can lead to sustainability improvements [6] and that products incorporated in PSS need to maintain at least a neutral experience [19]-both arguments imply typical products. On the other hand, adding intangible value to PSS has been suggested (e.g., [3,9,32]), pointing towards customisation. We brought typicality and personalisation together in the concept we refer to as temporary customisation.…”

“…In such a case, it is probable that the soft values of the product will become more relevant and as such, consumers' preference for typical products will decrease. After comparing Zipcar users and Harley Davidson users, Catulli et al [32] concluded that "the proposition of a use-oriented PSS to types of consumers who look at their brand as a vehicle of self-expression Sustainability 2019, 11, 274 4 of 11 would be problematic". Soft values can be relevant in AB-PSS and not only in the case of high-status products, but also for other products.…”