The Catch-22 of Responsible Luxury

Effects of Luxury Product Characteristics on Consumers’ Perception of Fit with Corporate Social Responsibility

Catherine Janssen, Joelle Vanhamme, Adam Lindgreen, Cécile Lefebvre

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Resumé

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.
OriginalsprogEngelsk
TidsskriftJournal of Business Ethics
Vol/bind119
Udgave nummer1
Sider (fra-til)45-57
ISSN0167-4544
DOI
StatusUdgivet - 2013
Udgivet eksterntJa

Emneord

  • Consumers
  • Corporate social responsibility
  • Ephemerality
  • Luxury products
  • Scarcity

Citer dette

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The Catch-22 of Responsible Luxury : Effects of Luxury Product Characteristics on Consumers’ Perception of Fit with Corporate Social Responsibility. / Janssen, Catherine; Vanhamme, Joelle; Lindgreen, Adam; Lefebvre, Cécile.

I: Journal of Business Ethics, Bind 119, Nr. 1, 2013, s. 45-57.

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

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