Nurture: A Novel Approach to PSS-Rebound Effect Identification

Product-service system is a significant research subject related to business model innovation and sustainability. However, the Product-service system feature has affected consumption behaviour, affecting nurture. The authors identified an apparent knowledge gap in the prior literature concerning nurture in the Product-service system. This study examined that nurture should be a prominent issue in the Product-service system since certain features can significantly affect the achievement of set targets by generating a rebound effect. This study demonstrates that the business model system is complex, with interconnected solutions and issues. Solutions are not implemented in isolation. Therefore, each decision affects the system. This study employs feedback system thinking using system dynamics. To validate its findings against the actual situation, this study employs car-sharing as a case study. The findings of this study indicate that the variable of nurture is a significant indicator of profit growth but generates a deterioration in the environmental and social performance of Product-service system implementation, which leads to a rebound effect of the Product-service system.