Assessing Fashion Consumers' Propensity in Adopting Product-Service Systems–A Cross-Cultural Perspective

Drawing from the literature to assess the propensity of Russian and Italian fashion consumers to use Product-Service Systems, the study develops a set of hypotheses to identify the drivers and the barriers to the adoption of Product-Service Systems and to determine which ones are the most relevant, respectively for Russian and Italian consumers. Finally, the study compares the level of interest in PSS for Russian and Italian consumers. The methodology implements a quantitative comparative analysis between Russian and Italian respondents, using an online survey leading to a final sample of 328 participants. From the findings it emerges very clearly that national culture plays a pivotal role in determining the propensity of fashion consumers to use Product-Service Systems. This has highly significant implications both for theory and practice. The widespread adoption of PSS would be highly beneficial for society at large. The paper is highly original since extant research has wholly neglected the pivotal role of national culture in shaping the propensity of fashion consumers toward PSS adoption.