Proud to be sustainable: upcycled versus recycled luxury products

Adıgüzel, F. ORCID: 0000-0002-5289-1701 and Donato, C., 2021. Proud to be sustainable: upcycled versus recycled luxury products. Journal of Business Research, 130, pp. 137-146. ISSN 0148-2963

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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.

Item Type: Journal article
Publication Title: Journal of Business Research
Creators: Adıgüzel, F. and Donato, C.
Publisher: Elsevier BV
Date: June 2021
Volume: 130
ISSN: 0148-2963
Divisions: Schools > Nottingham Business School
Record created by: Laura Ward
Date Added: 19 May 2023 08:27
Last Modified: 19 May 2023 08:27

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