LAUSR

Abstract This study aims to determine the main factors shaping millennials’ willingness to consider leasing a smartphone in Flanders (Belgium). An innovative approach, namely a discrete choice experiment (DCE), is adopted to address this issue. A DCE is a quantitative, survey-based, technique used for eliciting individual preferences. The results show that support for leasing smartphones cannot be taken for granted. Three consumer classes had significantly different attitudes, revealing that a majority of respondents were not open to leasing smartphones. The main barriers were the uncertainty regarding the consequences of entering into a lease contract, financial considerations and the role smartphones play in determining the self-identity of young consumers. Environmental concerns, financial considerations and a desire to own the latest model were stated as possible drivers of adopting such a product-service system.