Consumer Acceptance of Product-Service Systems for the Circular Economy: An Extended Theory of Planned Behavior in the Context of the Furniture Industry

Abstract

Academia and practice are increasingly emphasizing the critical need for a paradigm shift from the current linear take-make-waste-model to the circular economy in order to combat environmental problems and promote sustainable development. Previous research and practical cases have highlighted the potential of product-service systems, a combined set of tangible products and intangible services, to achieve circular economy-based objectives. However, little is known about consumers’ acceptance and intentions to adopt these. In essence, this study aims to enhance the understanding of the internal factors influencing consumer acceptance of product-service systems for the circular economy in the context of the furniture industry, namely product leasing and a take-back service for reuse. Based on theory, previous pro-environmental research, and consumer interviews, we developed an extended Theory of Planned Behavior complemented with the constructs of Habit and Environmental Concern. To measure Behavioral Intentions of consumers and inherent psychological determinants, we applied a cross-sectional research design in which we collected primary data via a survey using a self-completed online questionnaire. Specifically, to test our conceptual model and the derived hypotheses, we analyzed data from our convenience sample (n = 260) by conducting Structural Equation Modeling. We found that consumer acceptance differs between product-service systems for the circular economy in the furniture industry. On the one hand, consumers’ Attitude toward Behavior and their Environmental Concern positively and significantly influence the Behavioral Intention to adopt product leasing. On the other hand, consumers’ Attitude toward Behavior and Subjective Norm positively and significantly influence the Behavioral Intention to adopt a take-back service for reuse. We further discovered that consumers’ Environmental Concern exerts a positive and significant influence on their Attitude toward Behavior, Subjective Norm, and Perceived Behavioral Control. Attitude toward Behavior was found to be the strongest predictor significantly driving consumer acceptance of both product leasing and a take-back service for reuse of furniture, whereas consumers’ Perceived Behavioral Control and Habits did not affect this acceptance. The results of this study imply that companies should calibrate their marketing activities according to consumers’ internal factors, which are influencing acceptance of different types of product-service systems for the circular economy. We provide both theoretical and practical implications of our findings and propose pathways for future research.