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A conjoint analysis...
A conjoint analysis of circular economy value propositions for consumers: using “washing machines in Stockholm” as a case study
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- Lieder, Michael (author)
- KTH,Industriell produktion,Manufacturing and Metrology Systems
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- Abdullah Asif, Farazee Mohammad, 1980- (author)
- KTH,Industriell produktion,Manufacturing and Metrology Systems
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- Rashid, Amir, 1967- (author)
- KTH,Industriell produktion,Manufacturing and Metrology Systems
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- Mihelič, Aleš (author)
- Gorenje d.d.,R&D Competence Centre Laundry Care
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- Kotnik, Simon (author)
- Gorenje d.d.,Joint R&D Centre
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(creator_code:org_t)
- Elsevier BV, 2018
- 2018
- English.
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In: Journal of Cleaner Production. - : Elsevier BV. - 0959-6526 .- 1879-1786. ; 172, s. 264-273
- Related links:
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https://doi.org/10.1...
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https://urn.kb.se/re...
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Abstract
Subject headings
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- Background: In industrial practice a transition from a linear (take-make-dispose) to a circular product system (considering reuse/remanufacturing/recycling) requires the change of business models through new value propositions. In doing so the focus of the value proposition shifts from selling a physical product to providing access to functionality through business innovation. One key factor related to circular business transitions is market acceptance. It is particularly challenging to understand what complexity a new concept like circular economy (CE) brings to established businesses where the success and the failure of the business is dependent on customer's acceptance of new value propositions. Purpose: This paper empirically explores the opportunities of a circular business approach for washing machines in the city of Stockholm by quantifying and assessing customer preferences for CE value propositions for a business to customer (B2C) scenario. Method: This study uses the method of choice-based conjoint analysis to investigate preferences based on the attributes price and payment scheme, environmental friendliness as well as service level. Originality: This paper is the first of its kind to assess customer preferences from the CE market acceptance point of view using a conjoint approach and provides insight to what extent new CE value propositions may be adopted. Findings: Results indicate that there is general interest in paying for access rather than for ownership. Service levels have the strongest impact on customer utility of a washing machine offer. If associated with reduction in CO2 emissions the number of remanufacturing cycles can increase purchase probability. As a method choice-based conjoint analysis is highlighted as beneficial to break down CE value propositions and to identify to what extent particular service-related attributes and product-related attributes contribute to overall customer utility. (C) 2017 Elsevier Ltd. All rights reserved.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business (hsv//eng)
Keyword
- Circular Economy
- Customer preferences
- Customer acceptance
- Business models
- Conjoint analysis
- Washing machines
Publication and Content Type
- ref (subject category)
- art (subject category)
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