Consumer Interest in Adopting Access-Based Product-Service Systems in Sport Retail

Climate change has challenged business world to developing products and practices which ensure long-term preservation of the environment. Access-based product-service systems (PSS) in which consumers pay for product use, has been recommended as one solution for reducing consumption levels. In sport retail industry, the development of access-based services is in early stages, and insights especially on consumer interest are needed. The aim of the research was to examine consumer interest in adopting access-based services of renting, leasing, and membership subscription in sport retail. The focus of the research was to find out which of the services sport retail consumers find interesting, for which product categories and sports they would be willing to use the services, and which factors influence consumers’ interest. Quantitative approach was chosen to meet the requirements of market research testing customer reactions to new service offerings. The research was conducted using an online questionnaire with structured questions. A total of 130 responses were collected from members of three training centers in Helsinki metropolitan area. According to the results, renting was considered the most interesting business model, yet interest for leasing and membership subscription was also found. The preferred product categories for the services were equipment and gear, while using the service for footwear and apparel was rejected. Out of different sports, winter and outdoor sports were seen as most attractive for the services. Factors influencing consumer interest were found from all the themes presented in previous literature. Especially highlighted were service-related factors and motivational factors. Service features valued by respondents included transparent terms and conditions, flexibility, and insurance for damage. Possibility to try new sport or new sport product and possibility to save space at home were considered the most influencing motivational factors. The research was designed to be an exploratory study for generating preliminary insights for business developers in sport retail industry. Hence, a summary on each studied access-based business model is presented at the end of the paper. The research and summaries can be used by sport retail companies as starting point for examining the feasibility of the business models for their purposes as well as for further research on each of the business model