In an effort to reshape market mechanisms that encourage conspicuous consumption and to enable both producers and consumers to benefit from "appropriate levels of production," Europeans in the late 1980s began moving towards the use of leasing as a business model.
為了改變這種「壞愈快賣愈多」的畸型市場法則，讓製造商和消費者都因「適量生產」而獲益，1980 年後期，歐洲就有人提出讓消費者透過租賃方式取得商品或服務的新商業模式。