ABSTRACT: The sharing economy has introduced alternative forms of consumption in which consumers can obtain products and services through arrangements that differ from conventional ownership. This development has created new opportunities for businesses while also changing how consumers evaluate value, convenience and continued usage. Furniture rental represents one such emerging business model. This paper examines Furlenco as a case within the sharing economy, with particular focus on consumer acceptance and patronage. The study adopts a qualitative case-study approach based on secondary information obtained from company sources and relevant academic and industry literature. The analysis examines how Furlenco's flexibility, convenience, product variety and service arrangements may support consumer acceptance, while its rental and subscription options may facilitate continued patronage. The case also highlights potential concerns associated with service quality, trust and product condition. The study concludes that Furlenco illustrates how sharing-economy models can provide alternatives to conventional furniture purchasing, although sustained patronage depends on the overall value and experience perceived by consumers.

KEYWORDS: Sharing economy, consumer acceptance, consumer patronage, furniture rental, Furlenco

CONSUMER ACCEPTANCE AND PATRONAGE IN THE SHARING ECONOMY: A CASE STUDY OF FURLENCO

SHARVARI RATNAKAR, PALLAVI SAJANAPWAR