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Business model innovation for sustainability: An investigation of consumers’ willingness to adopt product-service systems

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  • Setayesh Sattari
  • Anna Wessman
  • Leila Borders

Abstract

The growing unsustainable economic and consumption systems put an enormous strain on the planet’s resources. This has led to environmental concerns on a global level and a realization of the need to develop new sustainable business models. The Circular Business Model (CBM) is a response to that need to achieve a more sustainable future. The aim of this study is to investigate consumers’ willingness to adopt one promising form of CBM called the Product-Service System (PSS). A PSS is a sustainable business model that aims at lessening the harmful unsustainable effects of consumption.Based on the literature, this study developed a conceptual model consisting of five independent variables; Economic Value, Flexibility, Trust, Desire to Own, Peer Influence, and Consumers’ Environmental Awareness as a moderating variable to evaluate the determinants of consumers’ willingness to adopt PSS. The primary data was collected through an online survey with 463 usable responses, and the hypotheses were tested using multiple regression analysis in SPSS. The results showed that five of the six hypothesized factors were significant determinants of consumers’ willingness to adopt PSS.

Suggested Citation

  • Setayesh Sattari & Anna Wessman & Leila Borders, 2020. "Business model innovation for sustainability: An investigation of consumers’ willingness to adopt product-service systems," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 30(3), pages 274-290, July.
    • Handle: RePEc:taf:jgsmks:v:30:y:2020:i:3:p:274-290
    DOI: 10.1080/21639159.2020.1766369
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    Citations

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    Cited by:

    1. Ingvild Reine Assmann & Francesco Rosati & Sandra Naomi Morioka, 2023. "Determinants of circular business model adoption—A systematic literature review," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 6008-6028, December.
    2. Barbara Brenner & Daria Drdla, 2023. "Business Model Innovation toward Sustainability and Circularity—A Systematic Review of Innovation Types," Sustainability, MDPI, vol. 15(15), pages 1-20, July.
    3. Vinicius Minatogawa & Matheus Franco & Izabela Simon Rampasso & Maria Holgado & Diego Garrido & Hernan Pinto & Ruy Quadros, 2022. "Towards Systematic Sustainable Business Model Innovation: What Can We Learn from Business Model Innovation," Sustainability, MDPI, vol. 14(5), pages 1-35, March.
    4. Ana de Jesus & Minna Lammi & Teresa Domenech & Fedra Vanhuyse & Sandro Mendonça, 2021. "Eco-Innovation Diversity in a Circular Economy: Towards Circular Innovation Studies," Sustainability, MDPI, vol. 13(19), pages 1-22, October.
    5. Haitao Chen & Qiang Xu & Zhaohui Dong & Hetian Zhao, 2023. "Recycling Versus Leasing in Closed-Loop Supply Chain: A Comparative Analysis Anchored on Consumer Ownership Perceptions," SAGE Open, , vol. 13(4), pages 21582440231, December.

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