Accessed but unsustainable? The impact of access-based consumption on energy conservation behavior

This research investigates the influence of physical possession type (owned vs. accessed) of vehicles (new energy vs. combustion engine) on consumers' energy conservation behaviors, the serial mediating roles of psychological ownership and perceived responsibility, as well as the moderating effect of naming strategy (i.e., giving products anthropomorphized names). The findings are from a survey study and two experimental studies in this research, specifically indicating that compared to owned vehicles, consumers exhibit diminished energy conservation behaviors and intentions when consumers use accessed vehicles (e.g., rented vehicles); the effect is established only in the case of combustion engine vehicles. The diminished psychological ownership, and subsequently decline in perceived responsibility while using accessed vehicles is the underlying mechanism. Furthermore, the detrimental sustainable effect of using accessed combustion engine vehicles can be mitigated by using naming strategy. The results have significant theoretical and practical implications for marketing researchers and practitioners.