Sustainable Luxury: Oxymoron Or Pleonasm? How Scarcity and Ephemerality Affect Consumers’ Perception of Fit Between Luxury and Sustainability

Catherine Janssen, Universite Catholique de Louvain, Belgium
Joëlle Vanhamme, EDHEC Business School, France
Adam Lindgreen, University of Cardiff, U.K.
Cécile Lefebvre, IESEG School of Management, France
Sustainability may be key to luxury. Through a field experiment, this research investigates the influence of two defining characteristics of luxury products—scarcity and ephemerality—on the perceived fit between luxury and sustainability, as well as how this perceived fit affects consumers’ attitudes toward luxury products.
[ to cite ]:
Catherine Janssen, Joëlle Vanhamme, Adam Lindgreen, and Cécile Lefebvre (2012) ,"Sustainable Luxury: Oxymoron Or Pleonasm? How Scarcity and Ephemerality Affect Consumers’ Perception of Fit Between Luxury and Sustainability", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1125-1125.