Luxury Product Born as Eco-Friendly Evaluated Higher Compared to Luxury Product Reborn as Eco-Friendly
(A2021-94484)

AUTHORS

Inbar Elia, Bar-Ilan; Dikla Perez, Bar Ilan University

ABSTRACT

Research has provided mixed findings with regard to consumers' attitudes toward luxury products that also possess eco-friendly attributes and shows that adding an eco-friendly attribute can have both positive and negative impact on consumers' attitudes toward the product. This research main goal is to further explore conditions under which adding eco-friendly attributes to a luxury product can contribute to its' overall evaluation. Results indicate that perception of a luxury product that born (vs. reborn) as eco-friendly are higher, and this effect is mediated by eco-friendly perceptions. Specifically, when a luxury product born (vs. reborn) eco-friendly, consumers perceive it as more eco-friendly, which positively influences on attitudes toward the product. This research, for the first time, attempts to explain consumer attitudes toward luxury products and to addresses a decision faced by luxury manufacturers seeking to incorporate environmentally-friendly attributes.