What value do consumers really expect from Product Service Systems? : Reflections on how a different conception of value could facilitate the implementation of PSS in consumer markets

Purpose – This paper explores how PSS may create value in consumer markets in urban environment and how consumers value PSS beyond a narrow focus on functionality. Design/ methodology/approach – Within a case study of a use orientated PSS based on baby products, we conducted ten ethnographic interviews of current users of the scheme. Findings – Our data gives evidence that some of these products are important possessions for consumers’ identity construction. In contrast with highly visible products such as push-chairs, however, baby cots and car seats are seen by consumers from a more utilitarian perspective. Practical implications – The design of a PSS provision around products which are highly symbolic is problematic because of a need to fully understand the complex symbolism and hedonic value consumers attribute to these products. Originality /value – We fill a gap in PSS research by adopting a constructivist perspective to explore the multidimensional value consumers co-create around a baby products PSS.