RT Article
T1 The Catch-22 of Responsible Luxury: Effects of Luxury Product Characteristics on Consumers’ Perception of Fit with Corporate Social Responsibility
JF Journal of business ethics
VO 119
IS 1
SP 45
OP 57
A1 Janssen, Catherine
A1 Vanhamme, Joëlle
A1 Lindgreen, Adam
A1 Lefebvre, Cécile
A2 Vanhamme, Joëlle
A2 Lindgreen, Adam
A2 Lefebvre, Cécile
LA English
YR 2014
UL https://ixtheo.de/Record/1785649833
AB The notion of “responsible luxury” may appear as a contradiction in terms. This article investigates the influence of two defining characteristics of luxury products—scarcity and ephemerality—on consumers’ perception of the fit between luxury and corporate social responsibility (CSR), as well as how this perceived fit affects consumers’ attitudes toward luxury products. A field experiment reveals that ephemerality moderates the positive impact of scarcity on consumers’ perception of fit between luxury and CSR. When luxury products are enduring (e.g., jewelry), a scarce product is perceived as more socially responsible than a more widely available one and provokes positive attitudes. However, this effect does not appear for ephemeral luxury products (e.g., clothing). The perceived fit between luxury and CSR mediates the combined effects of scarcity and ephemerality on consumers’ attitudes toward luxury products. This study provides valuable insights that luxury brand managers can use to design their CSR and marketing strategies.
K1 Scarcity
K1 Luxury products
K1 Ephemerality
K1 Corporate Social Responsibility
K1 Consumers
DO 10.1007/s10551-013-1621-6