Short answer

To promote sustainable consumption through PSS, designers must move beyond purely functional or environmental benefits and consider how to integrate PSS into consumers' existing identities or create new, compelling emotional connections.

Field
Sustainability
Source
'Wiley' (2017)
Method
Comparative Case Study Analysis
Evidence
Strong effect

Deep emotional connections and self-identity tied to product ownership, as seen with iconic brands, create significant barriers to the adoption of product-service systems (PSS) that offer shared or non-ownership models. This sustainability research insight is drawn from a 2017 study published in 'Wiley'. Using Comparative case study analysis, researchers explored how this design variable affects real-world outcomes. The key design takeaway: To promote sustainable consumption through PSS, designers must move beyond purely functional or environmental benefits and consider how to integrate PSS into consumers' existing identities or create new, compelling emotional connections.

Study
SustainabilityHigh ImpactStrong effect

Consumer Identity and Emotional Attachment Hinder Adoption of Product-Service Systems

Deep emotional connections and self-identity tied to product ownership, as seen with iconic brands, create significant barriers to the adoption of product-service systems (PSS) that offer shared or non-ownership models.

'Wiley' · 2017

01

Key Findings

  • 01Harley Davidson owners develop strong brand community ties and self-identity through product ownership and customization.
  • 02Zip Car users resist brand community engagement and view car sharing as a temporary, impersonal solution, showing aversion to shared use.
02

Application

Design takeaway

To promote sustainable consumption through PSS, designers must move beyond purely functional or environmental benefits and consider how to integrate PSS into consumers' existing identities or create new, compelling emotional connections.

How to apply

When designing a PSS, conduct thorough user research to understand the role of ownership and brand affiliation in the target market. Explore how the PSS can offer alternative forms of identity expression or community building.

Project actions

  • 01Investigate the emotional connection users have with existing products in your design area.
  • 02Consider how your PSS can offer alternative ways for users to express their identity or belong to a community.
03

Method & Evidence

AimHow does consumer identity and emotional attachment to product ownership influence the acceptance and diffusion of Product-Service Systems (PSS) as sustainable consumption solutions?
MethodComparative Case Study Analysis
ProcedureThe research analyzed two contrasting consumption models: Harley Davidson motorcycle ownership and Zip Car car-sharing. Ethnographic analysis and Consumer Culture Theory were employed to examine the socio-cultural, symbolic, and ideological aspects, particularly focusing on the role of product ownership in consumer identity formation and brand community engagement.
ContextConsumer markets, Product-Service Systems (PSS), Sustainable Consumption

Variables

IVProduct ownership vs. Product-Service System (PSS) model
DVConsumer adoption/acceptance of the consumption model, perceived identity contribution, brand community engagement
CVType of product (e.g., transportation), consumer demographics (implicitly controlled through case selection)
04

Strengths & Limitations

Strengths

  • +Provides a socio-cultural lens on PSS adoption, moving beyond purely functional or environmental arguments.
  • +Uses contrasting case studies to highlight key differences in consumer engagement.

Limitations

The specific brands studied (Harley Davidson, Zip Car) represent unique subcultures and may not reflect broader consumer attitudes. The 'contamination' factor in shared use is a specific concern that might not apply to all PSS.

Reliability & validity

The use of ethnographic analysis and Consumer Culture Theory provides depth but may limit generalizability. The findings' validity relies on the accurate interpretation of socio-cultural nuances within the chosen case studies.

Think critically

To what extent can PSS be designed to fulfill the identity-forming needs that traditional product ownership currently satisfies?

05

Design Principles

"Design for identity integration: Sustainable solutions should acknowledge and, where possible, leverage or adapt to existing consumer identities and emotional attachments to products."

Understanding the socio-cultural dimensions of consumption is crucial for designing and implementing sustainable solutions. When consumers derive identity and community from owning products, PSS that remove ownership may face resistance, impacting their potential for driving sustainable material and energy flows.

06

What This Means for Your Design

People really like owning things, especially if it makes them feel like part of a cool group or expresses who they are. This makes it hard for new 'sharing' services to catch on, even if they're better for the planet.

How to use in your project

  • 1.Reference this study when discussing user adoption challenges for sustainable design solutions, particularly those involving a shift away from traditional ownership models.
07

Add to My Project

08

Quick Cite

Paragraph starter

Research indicates that consumer identity and emotional attachment to product ownership can significantly impede the adoption of Product-Service Systems (PSS) aimed at promoting sustainability. For instance, studies comparing iconic owned products with shared services reveal that the strong sense of self and community derived from ownership creates a barrier that PSS must actively address to gain traction.

09

Source

'Wiley'

Product Service Systems Users and Harley Davidson Riders: the importance of consumer identity in the diffusion of sustainable consumption solutions

journal · 2017

View source

Questions About This Research

What does the research say about consumer identity and emotional attachment hinder adoption of product-service systems?
To promote sustainable consumption through PSS, designers must move beyond purely functional or environmental benefits and consider how to integrate PSS into consumers' existing identities or create new, compelling emotional connections. Evidence: 'Wiley' (2017).
Why does "Consumer Identity and Emotional Attachment Hinder Adoption of Product-Service Systems" matter for design?
Understanding the socio-cultural dimensions of consumption is crucial for designing and implementing sustainable solutions. When consumers derive identity and community from owning products, PSS that remove ownership may face resistance, impacting their potential for driving sustainable material and energy flows.
How can designers apply this research?
To promote sustainable consumption through PSS, designers must move beyond purely functional or environmental benefits and consider how to integrate PSS into consumers' existing identities or create new, compelling emotional connections.
What were the main findings?
Harley Davidson owners develop strong brand community ties and self-identity through product ownership and customization.. Zip Car users resist brand community engagement and view car sharing as a temporary, impersonal solution, showing aversion to shared use.
What research method was used?
Comparative Case Study Analysis.
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2017 journal from 'Wiley'.
What should I do differently in my next project?
When designing a PSS, conduct thorough user research to understand the role of ownership and brand affiliation in the target market. Explore how the PSS can offer alternative forms of identity expression or community building.
What are the limitations?
The study's findings are based on specific case studies and may not be universally applicable to all PSS or all consumer groups. The 'contamination' fear in car sharing might be specific to certain product types or user demographics.