Upcycled vs. Recycled Products by Luxury Brands: Status and Environmental Concern Motives

This chapter aims at covering an important gap, contributing to research in the field of luxury markets
as well as sustainable consumption, and focuses on new sustainable products by luxury brands. Through
an experimental study 3x1 between-subject design in which the product material (upcycled vs. recycled
vs. virgin) of a fictitious luxury product was manipulated, the authors investigated which luxury product
(upcycled vs. recycled vs. not sustainable) is preferred by consumers in terms of attitude and purchase
intentions. Results of this experimental design can inform luxury product managers and designers about
whether consumers react more positively towards upcycle vs. recycle products when consumers’ status
motives and environmental consciousness increase. In addition, they can understand the reasons and
emphasize those in their marketing communications to increase demand for those products with this study.