The impact of incentives and IoT integration on young consumers’ adoption of pay-per-wash services: a behavioral analysis

Abstract

This study explores pay-per-wash (PPW) services, focusing on young consumers drawing from a dataset of 457 responses collected from Germany and the Czech Republic. Utilizing gender and living conditions as segmentation criteria, the research uncovers both shared and distinct preferences among this demographic. Key findings highlight a universal appeal for Internet of Things (IoT)-enabled features, as well as the significance of both monetary and nonmonetary incentives in driving PPW service adoption. Notably, females demontrate a stronger preference for timely operations, complimentary detergents, and eco-friendly solutions. However, while providing valuable insights, the research acknowledges limitations, such as potential segmentation oversights and an exclusive focus on a specific age bracket. Moreover, the study validates three hypotheses regarding the positive impact of IoT features, optimized washing settings, and sustainable behavior on young consumers’ inclination toward the PPW model. By offering a roadmap for PPW services, the research emphasizes the importance of adopting a balanced marketing approach that considers both universal and gender-specific preferences.