Abstract
As consumers increasingly prioritize flexible lifestyles and sustainability, firms are expanding into alternative forms of product acquisition such as rental services and branded recommerce markets. However, both theoretical and managerial understanding of these models remains limited, leading managers to rely on frameworks built around traditional acquisition modes and limiting strategies tailored to emerging alternative acquisition contexts. This dissertation addresses how alternative forms of acquisition differ from, and interact with, traditional purchasing across two essays. The first essay examines how decision-making in rental contexts differs from buying; when renting, lower expected psychological ownership and greater elaboration on product usage (vs. attributes) increases consumers’ preference for fewer-featured products. The second essay examines the impact of the branded recommerce market on the market for new products, demonstrating that it increases purchase intentions for new products from the same brand by enhancing perceived durability. Together, the findings advance theoretical insight into evolving consumption patterns and provide actionable guidance for firms navigating this space, ultimately supporting more sustainable consumption that benefits both consumers and the planet.