Journal
JOURNAL OF CLEANER PRODUCTION
Volume 141, Issue -, Pages 1515-1527Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jclepro.2016.09.230
Keywords
Sustainable design; Sustainable consumption; Environmental sustainability; New green product; Design similarity; Luxury fashion brand
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Luxury companies and consumers' increasing attention and commitment toward environmental issues substantiate the notion that luxury and sustainability are compatible concepts. However, academic research suggests that sustainable luxury is still perceived by consumers as a contradiction. This article explores the role of sustainability in the design of luxury fashion products, investigating the type of environmental sustainability practices that luxury companies should adopt in order to galvanize consumers' interest in environmentally sustainable versions of their products. In particular, this research investigates the differential effectiveness of two strategies that luxury fashion companies might adopt when introducing new green products: First, the green new product might be similar in design to a luxury company's previous non-green products. Second, the green new product might be similar in design to models made by non-luxury companies specializing in green production. The results from three experiments show that the recommended strategy is to make the new green luxury product similar to the luxury company's previous models rather than to models made by green companies, especially for consumers who are knowledgeable about the brand and for products that are durable rather than ephemeral. This research contributes to extant research by investigating a previously overlooked driver of new green product acceptance, product design, and by empirically investigating the conditions that lead to the successful market introduction of new green luxury products. (C) 2016 Elsevier Ltd. All rights reserved.
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