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Towards Circular Economy Business Models: Consumer Acceptance of Novel Services, ISPIM 2015, Brisbane

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CE-based business model (BM) innovation, we need to understand consumer preferences, their everyday life, and the role of material objects

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Towards Circular Economy Business Models: Consumer Acceptance of Novel Services, ISPIM 2015, Brisbane

  1. 1. Towards Circular Economy Business Models: Consumer Acceptance of Novel Services Maria Antikainen, Minna Lammi, Harri Paloheimo, Timo Rüppel, Katri Valkokari ISPIM Innovation Summit, Brisbane, Australia on 6-9 December 2015
  2. 2. 230.6.2016 Maria Antikainen Circular economy transforms business Systemic innovation • Towards value circle • New actors, new roles • Radical innovations, new disruptive business models Technology as an accelerator Circular business models (CBM) can be defined as the rationale of how an organization creates, delivers and captures value with and within closed product material loops. (Mentink, 2014) Introduction Literature RQ’s & method Results Conclusions
  3. 3. 330.6.2016 Maria Antikainen Consumer practises Consumers do have the desire to consume in a sustainable way if they have easy opportunities and tools to make better consumption choices through consumer markets. (Lammi et al., 2011) It is easier to gain acceptance of a new practice when it closely resembles other practices that are already common. (see e.g. Mylan, 2015) Transforming routines and habits has been recognised as a key target in achieving long-lasting effects in the markets. (Ylikauhaluoma et al., 2013; Shove et al., 2012) Introduction Literature RQ’s & method Results Conclusions
  4. 4. 430.6.2016 Maria Antikainen RQs & method The aim: to increase our understanding of consumers while innovating circular business models. 1. What are consumers’ opinions and experiences regarding hiring, leasing and sharing of some traditional consumer products in different price categories? 2. What kinds of factors explain why consumers might prefer services (hiring, leasing and sharing) in favour of owning products? 3. What are the preferred payment models when hiring, leasing and sharing? A survey in Housing Fair in a newly built area in the city of Vantaa from July–August 2015. 240 responses (149 women) Introduction Literature RQ’s & method Results Conclusions
  5. 5. 530.6.2016 Maria Antikainen Preferred payment: 37,9% Fixed monthly cost 27,2% Pay per use 34,9% Traditional ownership Introduction Literature RQ’s & method Results Conclusions
  6. 6. 630.6.2016 Maria AntikainenIntroduction Literature RQ’s & method Results Conclusions
  7. 7. 730.6.2016 Maria AntikainenIntroduction Literature RQ’s & method Results Conclusions
  8. 8. 830.6.2016 Maria Antikainen 1. Willingness to try in future 2. Interest towards services that do not need to adopt new practises 3. Interest on leasing high price category products 4. Easiness is important 5. Environmental issues matter Consumer views on CE based novel services Introduction Literature RQ’s & method Results Conclusions
  9. 9. 930.6.2016 Maria Antikainen Thank you! maria.antikainen@vtt.fi

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