This paper explores how consumers construe a product service system (PSS) for the supply of pushchairs. A PSS is a system of products, services, networks of actors and supporting infrastructure designed to be more sustainable than traditional business models. PSSs face an implementation challenge in consumer markets, and this case based research explores some reasons for this. The study applies personal construct psychology (in particular, the repertory grid technique), which has not previously been used in relation to researching PSSs. Results suggest that a PSS might be difficult to implement in relation to pushchairs. Renting pre‐used equipment may meet resistance because of a perceived risk that acquisition by this means might endanger infants. Participants in the study construed buying new products from specialist infant product shops as being the best way of acquiring them. Accordingly, PSS providers may, for instance, have to implement certified quality assurance processes in order to reassure consumers. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment