Collaborative consumption for a sustainable future: What gets consumers on-board? : An investigation of the consumers' willingness to adopt PSS and its determinants

Detta är en Master-uppsats från Linnéuniversitetet/Institutionen för marknadsföring (MF)

Sammanfattning: The Circular Business Model (CBM) is one way to achieve a more sustainable future. Its goal is to reduce the use of natural resources which are becoming more scarce on our planet. The aim of the study is to investigate the consumer behavior and the determinants of the willingness to adopt Product Service System (PSS), one of the models of CBM. Through previous research, five main factors were identified: Economical Value, Flexibility, Trust, Desire to Own and Peer Influence. Furthermore, some literature argue that environmental awareness has an influence on the consumers’ choice of consumption. Therefore, this factor is considered and used as a moderating variable in the conceptual model. The primary data was collected through an online questionnaire and the hypotheses were tested through multiple regression analyses. Seven out of the twelve hypotheses were accepted. The study also concludes that environmental awareness does not have a high impact on the model. The environmental awareness did only have a positive moderating effect in the peer influence factor. It was determined in the study that economical value has the highest impact on the model.

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