What is mine is NOT yours: further insight on what access-based consumption says about consumers

This paper presents the findings of a study researching the interaction between modes of consumption which do not involve transfer ownership and consumer culture. These business models are variously termed Access-Based Consumption (ABC), Product Service Systems (PSS) or Eco (efficient) Services and are thought desirable as they offer a promise of sustainability.
The research follows on the steps of Bardhi and Eckhardt’s (2012) article in JCR about access-based consumption and investigates that consumption behaviour in the context of maternity equipment. This paper attempts to integrate streams of research on PSS with those of consumer research.
The Authors agree with Bardhi and Eckhardt that users of access based provisions are divided by fear of contagion, negative reciprocity and mistrust of other users, but not that they view environmental benefits of PSS (ABC) as secondary. The brand of the tangible component of a PSS generates trust in consumers and makes them feel they are leveraging their life style.
Adoption of PSS / ABC is constrained by low compatibility with consumer culture. Parents are concerned with the provision’s ability to satisfy their needs and what this mode of consumption says about them