publication . Article . Other literature type . 2013

The Catch-22 of Responsible Luxury: Effects of Luxury Product Characteristics on Consumers’ Perception of Fit with Corporate Social Responsibility

Janssen, Catherine; Vanhamme, Joëlle; Lindgreen, Adam; Lefebvre, Cécile;
Open Access English
  • Published: 13 Jan 2013
  • Publisher: Springer
  • Country: United Kingdom
Abstract
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 provoke...
Subjects
free text keywords: HD, Economics and Econometrics, General Business, Management and Accounting, Business and International Management, Arts and Humanities (miscellaneous), Law, Clothing, business.industry, business, Corporate social responsibility, Contradiction, media_common.quotation_subject, media_common, Social responsibility, Perception, Business ethics, Marketing, Public relations, Scarcity, Economics, Ephemerality
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