Attitudes towards sharing boats in Finland
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School of Business |
Bachelor's thesis
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Authors
Date
2020
Department
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Mcode
Degree programme
Markkinointi
Language
en
Pages
29+3
Series
Abstract
For the past two decades different models of consuming without ownership have evolved. Most common of these is the access-based model, where you gain access without transferring the property rights. In this study the motives for choosing access-based services over ownership is investigated, in the context of luxury goods. Even though motives for access-based services are researched, there is a research gap in exploring the motives for access-based service usage on products that bring status and enjoyment from owning them, luxury goods. The study is conducted as a literature review comparing literature on both motives driving access-based consumption and luxury consumption. The results highlight three key drivers for choosing access over ownership in luxury consumption.Description
Thesis advisor
Wittkowski, KristinaKeywords
rental, access-based, luxury products, motives, consumer behaviour