The discussion paper presents partial results of the transdisciplinary project “Using products longer and more intensively. Possibilities for designing and diffusing new use strategies in local-regional networks of protagonists”, sponsored by the Federal Ministry for Education and Research (BMBF). The question of consumer acceptance of use strategies lies at the heart of the discussion paper. Representative surveys, group discussions and a target-group analysis form the empirical basis of the paper. The findings show that use strategies are only suitable for the mass market to a limited degree. Strategies for prolonging the duration of use are closer to existing consumer behaviour patterns than approaches which seek a more intensive use of goods through non-owner use. From a consumer point of view, the latter is still associated with a restriction of consumer flexibility, although many consumers are aware of the possible advantages, e.g. relief from ownership obligations. These findings apply to a limited extent to non-owner use in the private context, where lending and borrowing create a desired social benefit in addition to the respective utilisation benefit.