Unveiling Consumer Perception: Exploring the Impact of Decoupling Product Ownership : Decoupling of white goods ownership

Abstract: The sharing economy enables sustainable consumption through efficient access to products, but transitioning from ownership to a subscription-based model faces barriers. The thesis author explored how the decoupling of product ownership impact on the variables; consumer's perceptions of - psychological value, monetary value, social value, brand image, brand attachment, brand loyalty, service quality, and product quality and performance in the context of white goods. Furthermore, the thesis authors added sustainability awareness as an important variable, while discussing the decoupling of product ownership. Although, there is a lot of literature on the above-mentioned variables the relationship between the decoupling of product ownership and the mentioned variables was theoretically and empirically unexplored. Using a quantitative and deductive research approach, an online survey consisting of 29 questions was conducted. The empirical data revealed that the decoupling of product ownership impact all the variables under study and have a significant relationship with them. The impact of decoupling of product ownership was found to be strongest on consumers' perception of - service quality, followed by brand loyalty, brand attachment, product quality and performance, and monetary value. By gaining a deeper understanding of the relationships between the variables companies can effectively develop marketing strategies, subscription plans, and pricing strategies.