Sustainable initiatives in the luxury industry
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/41061 |
Resumo: | Purpose – The goal of this study is (a) to examine how sustainable initiatives influence perceptions about luxury brands and products and (b) to assess the relative effectiveness of different types of initiatives. Design / Methodology – We employed an experimental approach and examined the data using quantitative analysis. The study evaluated if and how customers' willingness to pay for sustainable items varied across different types of sustainable initiatives, after being randomly exposed to one of five scenarios. Findings – The results of the study suggest that sustainable initiatives vary widely in their effectiveness, none of the conditions affected the consumers’ willingness to pay, except for the condition involving recycled materials from other luxury ateliersin which participants indicated a higher willingness to pay. Research limitations – This study was based on a hypothetical scenario, so participants were not spending their own money. Further, since the luxury brand chosen in the experiment is well known, it may have resulted in a ceiling effect in participants' judgments. Then, we were unable to document, when the use of recycled material from other luxury brands have a positive effect, why it occurs in the first place. Practical Implications – This study can assist brands more successfully promote sustainable practices in the luxury industry. Furthermore, this work helps to improve knowledge of how people view recycled products and may help to reduce future demand for virgin materials. |
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Sustainable initiatives in the luxury industrySustainable initiativeRecyclingSustainable consumer behaviorLuxury brandIniciativa sustentávelReciclagemComportamento sustentável do consumidorDomínio/Área Científica::Ciências Sociais::Economia e GestãoPurpose – The goal of this study is (a) to examine how sustainable initiatives influence perceptions about luxury brands and products and (b) to assess the relative effectiveness of different types of initiatives. Design / Methodology – We employed an experimental approach and examined the data using quantitative analysis. The study evaluated if and how customers' willingness to pay for sustainable items varied across different types of sustainable initiatives, after being randomly exposed to one of five scenarios. Findings – The results of the study suggest that sustainable initiatives vary widely in their effectiveness, none of the conditions affected the consumers’ willingness to pay, except for the condition involving recycled materials from other luxury ateliersin which participants indicated a higher willingness to pay. Research limitations – This study was based on a hypothetical scenario, so participants were not spending their own money. Further, since the luxury brand chosen in the experiment is well known, it may have resulted in a ceiling effect in participants' judgments. Then, we were unable to document, when the use of recycled material from other luxury brands have a positive effect, why it occurs in the first place. Practical Implications – This study can assist brands more successfully promote sustainable practices in the luxury industry. Furthermore, this work helps to improve knowledge of how people view recycled products and may help to reduce future demand for virgin materials.Objectivo - O objectivo deste estudo é (a) examinar como iniciativas sustentáveis influenciam as percepções sobre marcas e produtos de luxo e (b) avaliar a eficácia relativa de diferentes tipos de iniciativas. Metodologia - Utilizámos uma abordagem experimental e examinámos os dados utilizando uma análise quantitativa. O estudo avaliou se e como a vontade dos clientes de pagar por artigos sustentáveis variava entre diferentes tipos de iniciativas sustentáveis, depois de terem sido expostos aleatoriamente a um de cinco cenários. Conclusões - Os resultados do estudo sugerem que as iniciativas sustentáveis variam muito na sua eficácia, nenhuma das condições afectou a vontade de pagamento dos consumidores, excepto a condição que envolve materiais reciclados de outros ateliers de luxo. Limitações da investigação - Este estudo baseou-se num cenário hipotético, pelo que os participantes não estavam a gastar o seu próprio dinheiro. Além disso, uma vez que a marca de luxo escolhida na experiência é bem conhecida, pode ter resultado num efeito de tecto nos julgamentos dos participantes. Então, não conseguimos documentar, quando a utilização de material reciclado de outras marcas de luxo tem um efeito positivo. Implicações práticas - Este estudo pode ajudar as marcas a promover com mais sucesso práticas sustentáveis na indústria do luxo. Além disso, este trabalho ajuda a melhorar o conhecimento de como as pessoas vêem os produtos reciclados e pode ajudar a reduzir a procura futura de materiais virgens.Vieites, YanVeritati - Repositório Institucional da Universidade Católica PortuguesaFrerebeau, Camille2023-05-08T14:08:12Z2022-10-2020222022-10-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/41061TID:203133056enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:46:38Zoai:repositorio.ucp.pt:10400.14/41061Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:33:44.602427Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Sustainable initiatives in the luxury industry |
title |
Sustainable initiatives in the luxury industry |
spellingShingle |
Sustainable initiatives in the luxury industry Frerebeau, Camille Sustainable initiative Recycling Sustainable consumer behavior Luxury brand Iniciativa sustentável Reciclagem Comportamento sustentável do consumidor Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Sustainable initiatives in the luxury industry |
title_full |
Sustainable initiatives in the luxury industry |
title_fullStr |
Sustainable initiatives in the luxury industry |
title_full_unstemmed |
Sustainable initiatives in the luxury industry |
title_sort |
Sustainable initiatives in the luxury industry |
author |
Frerebeau, Camille |
author_facet |
Frerebeau, Camille |
author_role |
author |
dc.contributor.none.fl_str_mv |
Vieites, Yan Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Frerebeau, Camille |
dc.subject.por.fl_str_mv |
Sustainable initiative Recycling Sustainable consumer behavior Luxury brand Iniciativa sustentável Reciclagem Comportamento sustentável do consumidor Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Sustainable initiative Recycling Sustainable consumer behavior Luxury brand Iniciativa sustentável Reciclagem Comportamento sustentável do consumidor Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Purpose – The goal of this study is (a) to examine how sustainable initiatives influence perceptions about luxury brands and products and (b) to assess the relative effectiveness of different types of initiatives. Design / Methodology – We employed an experimental approach and examined the data using quantitative analysis. The study evaluated if and how customers' willingness to pay for sustainable items varied across different types of sustainable initiatives, after being randomly exposed to one of five scenarios. Findings – The results of the study suggest that sustainable initiatives vary widely in their effectiveness, none of the conditions affected the consumers’ willingness to pay, except for the condition involving recycled materials from other luxury ateliersin which participants indicated a higher willingness to pay. Research limitations – This study was based on a hypothetical scenario, so participants were not spending their own money. Further, since the luxury brand chosen in the experiment is well known, it may have resulted in a ceiling effect in participants' judgments. Then, we were unable to document, when the use of recycled material from other luxury brands have a positive effect, why it occurs in the first place. Practical Implications – This study can assist brands more successfully promote sustainable practices in the luxury industry. Furthermore, this work helps to improve knowledge of how people view recycled products and may help to reduce future demand for virgin materials. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-10-20 2022 2022-10-20T00:00:00Z 2023-05-08T14:08:12Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/41061 TID:203133056 |
url |
http://hdl.handle.net/10400.14/41061 |
identifier_str_mv |
TID:203133056 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799132063519997952 |