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Proud to be sustainable: Upcycled versus recycled luxury products

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  • Adıgüzel, Feray
  • Donato, Carmela

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.

Suggested Citation

  • Adıgüzel, Feray & Donato, Carmela, 2021. "Proud to be sustainable: Upcycled versus recycled luxury products," Journal of Business Research, Elsevier, vol. 130(C), pages 137-146.
    • Handle: RePEc:eee:jbrese:v:130:y:2021:i:c:p:137-146
    DOI: 10.1016/j.jbusres.2021.03.033
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    Cited by:

    1. Andreza de Aguiar Hugo & Jeniffer de Nadae & Renato da Silva Lima, 2021. "Can Fashion Be Circular? A Literature Review on Circular Economy Barriers, Drivers, and Practices in the Fashion Industry’s Productive Chain," Sustainability, MDPI, vol. 13(21), pages 1-17, November.
    2. Konstantinos I. Roumeliotis & Nikolaos D. Tselikas & Dimitrios K. Nasiopoulos, 2023. "Unveiling Sustainability in Ecommerce: GPT-Powered Software for Identifying Sustainable Product Features," Sustainability, MDPI, vol. 15(15), pages 1-26, August.
    3. Nika Hein, 2022. "Factors Influencing the Purchase Intention for Recycled Products: Integrating Perceived Risk into Value-Belief-Norm Theory," Sustainability, MDPI, vol. 14(7), pages 1-15, March.
    4. Viviana D'Angelo & Francesco Cappa & Enzo Peruffo, 2023. "Walking the tightrope: Circular economy breadth and firm economic performance," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(4), pages 1869-1882, July.
    5. Rashidi-Sabet, Siavash & Madhavaram, Sreedhar & Parvatiyar, Atul, 2022. "Strategic solutions for the climate change social dilemma: An integrative taxonomy, a systematic review, and research agenda," Journal of Business Research, Elsevier, vol. 146(C), pages 619-635.
    6. Hemonnet-Goujot, Aurélie & Kessous, Aurélie & Magnoni, Fanny, 2022. "The effect of sustainable product innovation on the consumer–luxury brand relationship: The role of past identity salience," Journal of Business Research, Elsevier, vol. 139(C), pages 1513-1524.
    7. Athanasios Polyportis & Lise Magnier & Ruth Mugge, 2023. "Guidelines to Foster Consumer Acceptance of Products Made from Recycled Plastics," Circular Economy and Sustainability,, Springer.
    8. Aurélie Hemonnet-Goujot & Aurélie Kessous & Fanny Magnoni, 2022. "The effect of sustainable product innovation on the consumer–luxury brand relationship: The role of past identity salience," Post-Print hal-03511454, HAL.
    9. Luming Zhao & Jiaxi Peng & Shubin Yu, 2023. "Sustainable Luxury and Consumer Purchase Intention: A Systematic Literature Review," SAGE Open, , vol. 13(4), pages 21582440231, December.
    10. Donato, Carmela & Adıgüzel, Feray, 2022. "Visual complexity of eco-labels and product evaluations in online setting: Is simple always better?," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    11. Marlene Vock, 2022. "Luxurious and responsible? Consumer perceptions of corporate social responsibility efforts by luxury versus mass-market brands," Journal of Brand Management, Palgrave Macmillan, vol. 29(6), pages 569-583, November.

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