The impact of business sufficiency strategies on consumer practices: The case of bicycle subscription

To stay within planetary boundaries, we need to move into sustainable levels of resource consumption, or sufficiency. Businesses can play a key role in driving sufficiency as they satisfy and also create demand. This article investigates how a bicycle subscription company can promote sufficiency among its users, with a focus on modal shift and product care. It aims to fill the research gap on how business sufficiency strategies impact actual consumption, while also providing insights into the less studied business model of bicycle subscription. User mobility patterns and care behaviour are analysed through the lens of social practice theory. Using the subscription, many users experience a modal shift towards cycling, mostly replacing public transport, walking and car journeys. Around half of the respondents also cycle longer distances and more frequently than before the subscription. Yet, users might stop cycling after the subscription, often due to moving to areas with a poor cycling infrastructure. Concerning product longevity, subscribers differ, with some taking good care of the vehicle and others being less careful. The research shows some advances towards sufficiency but also highlights the limits of one company's actions and the importance of structural changes to promote sufficient consumption.