Keywords: brand communities culture ethnography ownership product service system sustainable consumption Introduction This conceptual article explores product service system (PSS) consumption using two illustrative and highly contrasting case studies that draw on ethnographic analysis. A PSS aims to achieve lower environmental impacts by helping to create circular economies in which material is retained to satisfy demand (Tukker 2015; Stahel 2006; Giarini and Stahel 1993). PSS is a system of products, services, supporting networks and infrastructure designed to be competitive, satisfy customer needs and have lower environmental impact than traditional business models (Mont 2002, 239). PSS relates
