Customer perceptions of equipment rental
Sustainability, consumption, and management of finite resources has become a global topic of discussion. Circular economy [CE] is presented in FN´s global goals agenda 2030 as an alternative model of consumption and a solution to move away from unsustainable development. Offering service-based produ...
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| Formato: | Second cycle, A2E |
| Lenguaje: | sueco Inglés |
| Publicado: |
2020
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| Acceso en línea: | https://stud.epsilon.slu.se/15701/ |
| Sumario: | Sustainability, consumption, and management of finite resources has become a global topic of discussion. Circular economy [CE] is presented in FN´s global goals agenda 2030 as an alternative model of consumption and a solution to move away from unsustainable development. Offering service-based products, renting, and leasing are promoted as business activities that contribute to a circular economy. Of all the industries, the construction industry has one of the largest climate impacts in the world. The Swedish construction industry represents almost a fifth of Sweden’s total emissions. CE is still a relatively new topic in the construction industry. However, the equipment rental industry is a sector within the construction industry which claims to contribute to CE. The main argument why customers chose to rent construction equipment is economic factors. Customers express concerns of the environment but their concerns are not reflected in their consumption. Therefore, it would be interesting to investigate customers’ attitudes about renting green products.
The aim of this study was to explain factors that influence customer request for green equipment rental using a multidisciplinary research method and Social Practice Theory [SPT]. The research has a flexible design and consists of a case study of the phenomenon of renting, a literature review, and multiple sources of empirical data. Data was collected via interviews, either in person, via telephone or via video, as well as an interview-based questionnaire and secondary data. Further, data was analysed with a thematic approach with the help of concepts, theories, and a developed conceptual framework.
The results of the study indicate that the environmental aspects are rarely considered during the rental process. The main aspects that influence customers to rent are economical and practical aspects. If environmental aspects are considered, it is due to legislation or sponsor´s requirements. Further, customers are positive to green products but are not prepared to sacrifice high performance and efficiency to increase environmental performance. The study correlates with the current trend regarding product attributes in the market and concludes that customers perceive renewable energy sources as most valuable. Moreover, a gap was identified between customers’ perception of rental and the economic and practical aspects. This gap seemed to depend on the customers’ working role. Customers working in head offices perceive rental as a solution to avoid maintenance costs, stockholding, and logistics. On the other hand, customers working on construction sites perceive rental, apart from access to modern equipment, to contribute to unforeseen events and reduce the workers´ dependency.
In order to influence customers to consider sustainable renting, the study suggests increased availability of information, customer relationship, and communication. An environmental certification system for equipment is suggested as a solution to simplify a sustainable renting process.
Finally, the study contributes to the current research of SPT by adding a new element of practice, i.e. communication. The new element might ensure a connection between the elements (meaning, materials and competence) and may enable practices to change towards a sustainable development. |
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