What are the factors influencing on consumer acceptance of novel sustainable circular services? Presented at ISPIM Porto 2016.

1. 120.6.2016
Maria Antikainen
Consumer acceptance of novel sustainable
circular services
Maria Antikainen, VTT
Minna Lammi, University of Helsinki
XXVII ISPIM Innovation Conference, Porto,19- 22 June, 2016
@AarreResearch

2. 220.6.2016
Maria Antikainen
Circular economy transforms business
Productio
n
Remanu-
facturing
Services
&
products
Use,
reuse,
repair
Recycling
Materials
(primary
+
secondar
y)
Design

3. 320.6.2016
Maria Antikainen
Research question
The aim of this study is to increase understanding of consumers’
acceptance on sustainable circular economy-based services.
Our main research question is: What are the factors influencing
consumer acceptance of novel sustainable circular services?
1. What are the factors encouraging consumers to adopt novel
sustainable circular services?
2. What are the current factors inhibiting adoption of novel
sustainable circular services?

4. 420.6.2016
Maria Antikainen
Consumer workshop
In Helsinki, February 2016
42 consumers- five groups facilitated by a
researcher.
All discussions took between 2.5 and 3 hours
and were recorded.
The discussions were in Finnish.
Themes: recycling, lending, renting, sharing
secondary use of products, relationship with
products
Three scenarios..

5. 520.6.2016
Maria Antikainen
Scenario 1: Would you be interested in renting a couch if...
There would also be a warranty (for example if the couch was
dirty)
You could also change your couch to a new one after 5 years
Influencing factors
Quality
Flexibility and practicality
Variation possibilities
Unfamiliarity with the idea of hiring
Relationship with the product
Safety of the product
“All layers of life relate to
all furniture. And I think
that it would be terrible (to
hire a couch), I don’t think
that I would sit on a hired
sofa. I would just keep it in
a corner.”

6. 620.6.2016
Maria Antikainen
Scenario 2: Would you be interested in renting a washing machine
if...
It could send information about its condition to the service provider in
order to receive maintenance before breaking down?
Detergent could be also included in the same service package, and
you could pay based on clothes washed
You could also get advice on more efficient usage of the washing
machine (for example, detergent dosage) to your email or mobile
phone?
Influencing factors
Flexibility and practicality
(Lack of) relationship
Unfamiliarity
I don’t have any
kind of need to own
a washing
machine.

7. 720.6.2016
Maria Antikainen
Scenario 3: Would you be interested in renting clothes if...
You could change your wardrobe based on the seasons
You could get everyday clothes, not just clothes for special occasions?
Influencing factors
Special occasions
High price
Reduced risk
Unfamiliarity and not feeling comfortable
Let’s say that you can
make a mistake when
you buy something,
so hiring would be a
good idea because
you can try it a week,
two weeks..

8. 820.6.2016
Maria Antikainen
Renting or owning?
Renting good option when there is not much use
Products with close relationships-> owning
Some factors more temporary some more permanent
Renting more expensive products
Service portfolio (product, user- and result-oriented)

9. 920.6.2016
Maria Antikainen
Thank you!
maria.antikainen@vtt.fi