Consuming use orientated product service systems: A consumer culture theory perspective

Research suggests that product service systems (PSS) may usefully form part of the mix of innovations necessary to move society toward more sustainable futures. However, PSS implementation rates are disappointingly low and an implementation gap has emerged. Drawing on consumer culture theory (CCT), this paper provides insights to help resolve this issue in business to consumer markets. Since consumption of use orientated PSS is analogous to access based consumption, six dimensions of access are set out to analyse a case study of infant car seat provision. Five outcomes are derived from the analysis and these include partial identification with accessed product and interplay of use and symbolic value. This analysis questions the view that PSS do not create sufficient value to overcome a preference for ownership in western societies. Rather, PSS consumption is likely to arise when both functional and symbolic value are extracted by consumers and when PSS are promoted to appropriate consumer groups such as ‘nomads’. Further research is needed to explore these phenomena and address the issues they raise in PSS design processes

PSS Users and Harley Davidson Riders: : The importance of consumer identity in the diffusion of sustainable consumption solutions

This is the peer-reviewed version of the following article: Catulli, M., Cook, M. and Potter, S. (2016), ‘Product Service Systems Users and Harley Davidson Riders: The Importance of Consumer Identity in the Diffusion of Sustainable Consumption Solutions’, Journal of Industrial Ecology, which has been published in final form at 10.1111/jiec.12518. Under embargo. Embargo end date: 2 December 2018. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving. © 2016 by Yale UniversityThis paper sets out an approach to researching socio-cultural aspects of Product Service Systems (PSS) consumption in consumer markets. PSS are relevant to Industrial Ecology as they may form part of the mix of innovations that move society toward more sustainable material and energy flows. The paper uses two contrasting case studies drawing on ethnographic analysis, Harley Davidson motorcycles and Zip Car Car Club. The analysis draws on Consumer Culture Theory to explicate the socio-cultural, experiential, symbolic and ideological aspects of these case studies, focusing on product ownership. The paper shows that ownership of Harley Davidson motorcycles enables riders to identify with a brand community and to define themselves. Owners appropriate their motorcycles through customization. In contrast, Zip Car users resist the company’s attempts to involve them in a brand community, see use of car sharing as a temporary fix and even fear contamination from shared use of cars. We conclude that iconic products such as Harley Davidson motorcycles create emotional attachment and can challenge PSS propositions. But we also suggest that somewhat standardized products may present similar difficulties. Knowing more about socio-cultural aspects of PSS may help designers overcome these difficulties.Peer reviewedFinal Accepted Versio

Product Service Systems Users and Harley Davidson Riders: the importance of consumer identity in the diffusion of sustainable consumption solutions

This paper sets out an approach to researching socio-cultural aspects of Product Service Systems (PSS) consumption in consumer markets. PSS are relevant to Industrial Ecology as they may form part of the mix of innovations that move society toward more sustainable material and energy flows. The paper uses two contrasting case studies drawing on ethnographic analysis, Harley Davidson motorcycles and Zip Car Car Club, one a case of consumption involving ownership, the other without. The analysis draws on Consumer Culture Theory to explicate the socio-cultural, experiential, symbolic and ideological aspects of these case studies, focusing on product ownership. The paper shows that ownership of Harley Davidson motorcycles enables riders to identify with a brand community and to define themselves. Owners appropriate their motorcycles through customization. In contrast, Zip Car users resist the company’s attempts to involve them in a brand community, see use of car sharing as a temporary fix and even fear contamination from shared use of cars. We conclude that iconic products such as Harley Davidson motorcycles create emotional attachment and can challenge PSS propositions. But we also suggest that somewhat standardized products may present similar difficulties. Knowing more about socio-cultural aspects of PSS may help designers overcome these difficulties

From colonial past to New Zealand classroom : the biographical narrative of Will Potter, commercial secondary school teacher (1958-1976) : a thesis presented in partial fulfilment of the requirements for the degree of Doctor of Education at Massey University, Manawatū, New Zealand

This thesis tells the teaching story of one post-primary Commerce teacher, Will Potter—my father. Will taught in five New Zealand post-primary schools from 1958 until his retirement in 1976. This case study of Will looks at what makes his story unique: he was an immigrant of Dutch descent, whose first language was not English and who came to teaching without qualifications at age 51, and went on to write Commerce textbooks. He also began teaching at a significant time in New Zealand post-primary education—the 1950s, with rising school rolls and lack of teachers and facilities. This qualitative study of Will involved document analysis of his memoir, letters, and papers, a focus group discussion with Will’s three other children, and semi-structured interviews with people who taught with or were taught by Will. Four research questions guided the study, and sociocultural–historical theory was used as a framework to reveal the complexity of his personal, interpersonal, and wider contextual teaching story. Two major backdrop influences are revealed about Will’s life: his colonial background in what was the Netherlands East Indies (NEI; now Indonesia) and his internment in Japanese concentration camps during World War II (WWII). Reasons are provided for his decision to go teaching, and his pedagogical approaches are described. Of particular note is his storytelling, mainly of his internment experiences. He wrote eleven Commerce textbooks that were used in New Zealand post-primary and tertiary settings, as well as overseas. This story will add to the store of New Zealand teacher stories as well as contribute to the social history of the Dutch who were forced to leave the NEI post WWII