What Constitutes an Attractive Product‐as‐a‐Service Offer? Examining Consumer Preferences for (Circular) Business Patterns
通过瑞典和荷兰消费者对扫地机器人等产品的选择实验，发现瑞典人更偏好按月付费模式，荷兰人更偏好所有权，且消费者普遍偏好新产品而非翻新或二手产品。
ABSTRACT Little is known about consumer preferences for combinations of circular business model patterns, despite their potential to benefit the design of product services. This study examines consumer preferences for product‐as‐a‐service offers, combined with circular product attributes, across Sweden and the Netherlands. Using choice experiments for robotic vacuum cleaners, robotic lawnmowers, strollers and wool coats, we investigate access versus ownership, product condition, repair options and other aspects of product circularity. Results reveal that Swedish consumers show stronger preferences for pay‐monthly models, while Dutch consumers favour ownership. Preferences for new over refurbished or used products dominate, though product appearance and functionality can mitigate concerns. The study discusses the advantages and limitations of choice experiments and advocates a mixed method approach within user‐centric design to identify successful combinations of circular business model patterns that can potentially deliver resource efficiency benefits.