Proud to be sustainable: Upcycled versus recycled luxury products

Feray Adıgüzel and Carmela Donato

Journal of Business Research, 2021, vol. 130, issue C, 137-146

Abstract: This study explores consumers’ responses to upcycled and recycled luxury products. The authors advocate that luxury brands producing upcycled goods might lead to higher consumer willingness to buy compared to luxury brands producing recycled goods. The reason for this is that consumers might attribute higher feelings of pride and greater novelty to an upcycled good than to a recycled good. When consumers’ environmental concern increases, upcycled goods are better for new luxury brands than for existing ones due to their increased fit with the former, wherein the effect is higher for upcycled goods. Based on findings from three experiments, this research enriches the theoretical understanding of consumer responses to upcycled and recycled luxury products and can help companies to develop strategies to launch such products effectively.

Keywords: Upcycled products; Recycled products; Pride; Novelty; Luxury; Circular economy (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (14)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:130:y:2021:i:c:p:137-146

DOI: 10.1016/j.jbusres.2021.03.033

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