• No results found

40 Within the PBC, the condition of the product is often mentioned. A product that is in a good condition is often handled carefully, and one that is in a worse condition is handled carelessly. Here the PSS companies should invest in providing a product that is in perfect shape, so the customers feel the urge to behave carefully.

To respond to the emotions of users, PSS companies should invest in more direct (or face to face) encounters. OV-bike could check the bike together with the customer after usage. To respond to the feeling of guilt that arises towards the company when handling the product carelessly. Moreover, these results could be transferred to other (mobility related) PSSs. However this might be difficult as customers in other PSSs might have other standards, this leads to the next chapter, suggestions for further research.

6.4 Suggestions for further research

For further research this study stresses three main points. First it is important to develop more theoretical insights with the updated integral model within different mobility focussed PSSs, to be able to get a comprehensive view towards important determinants of use behaviour. It is advised doing this one PSS at a time, as mentioned in the limitations, by focussing on a number of PSSs the results were less rigid.

Secondly, it might be interesting to put this model into the context of other type of PSSs, to be able to explore and compare behaviour in these kind of systems. By doing this, similarities and differences in behaviour in different PSSs can be mapped, and possibilities in a bigger context can be explored.

Thirdly, this research questioned interviewees about their behaviour directly, therefore it might be interesting to observe their behaviour and see how people actually behave in certain situations. Taking into account the flow and determinants from the updated model.

41 people experience when performing their behaviour, as people with careless behaviour have an higher chance of experiencing guilt. On the other hand, there is only one case found of an interviewee that experienced pride when handling her scooter carefully. Besides that, there were no cases of strong connection with feelings of pride and careful behaviour. Moreover, interviewees that performed careless behaviour, have a positive attitude towards their behaviour, the major danger here is that they do not see the urge to change their behaviour since this is where the urge to change their (careless) behaviour should appear. Therefore, when wanting to change behaviour from careless to careful, this is where change must be stressed. Besides these points, there are no mayor differences to be found in the determinants of careful and careless behaviour.

Having defined these differences, the main research question: Why do consumers treat products they use through Product Service Systems with or without care? can be answered as well.

Across the three PPSs we can conclude that the subjective norm has a big influence on careless behaviour. As friends (sometimes in combination with alcohol) have the power to change behavioural habits from careful to careless. In this research the relation between customer and the PSS company (subjective norm) also appeared to play a big role in both careless and careful behaviour. Too little involvement results in careless behaviour, and more involvement can result in careful behaviour (Schaefers et al. 2016). Lastly, a mentionable influence within the subjective norm is family. As nurture is often mentioned as an underlying reason for careful behaviour.

Moreover, facilitating conditions can play a major role in both careful and careless behaviour.

Triandis (1997) also mentioned by the great importance of facilitating conditions. Important facilitating conditions for careful that are mentioned by the interviewees are; knowledge about the product, age of the user, condition of the product (Schaefers et al. 2016), and the subjective norm. The biggest influence of facilitating conditions on careless behaviour are; (lack of) knowledge about the product, lack of interest by the company, condition of the product (Schaefers et al. 2016), and alcohol consumption.

Habitual factors often relate to (double) locking and usage of the product. Interviewees mention the desire of getting from A to B, more importantly, back from B to A. Here, users are careful because they do not want to get a flat tire, and are cautious when locking their bikes because they do not want to get their bike stolen. For the use of shared scooters, bad habits contribute to careless behaviour. Interviewees mention that they use this service when being in a rush. Here, feelings of stress lowers the level of carefulness.

To conclude, by having identified key determinants of use behaviour in PSSs, this study contributed to the behavioural studies in sustainability context and expanding the view on CE. Where

42 the influence of the company on the individual must not be underestimated. This relation is very important, as only together we can keep on improving, and prepare ourselves for the future.

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Appendices