عنوان انگلیسی مقاله:

 The role of design similarity in consumers’ evaluation of new green products: An investigation of luxury fashion brands

ترجمه عنوان مقاله: نقش شباهت طراحی در ارزیابی مصرف کنندگان از محصولات جدید سبز: یک تحقیق از برندهای مد لوکس

رشته: بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 12 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

دانلود دانلود اصل مقاله

چکیده مقاله

Luxury companies and consumers’ increasing attention and commitment toward environmental issues substantiate the notion that luxury and sustainability are compatible concepts. However, academic research suggests that sustainable luxury is still perceived by consumers as a contradiction. This article explores the role of sustainability in the design of luxury fashion products, investigating the type of environmental sustainability practices that luxury companies should adopt in order to galvanize consumers’ interest in environmentally sustainable versions of their products. In particular, this research investigates the differential effectiveness of two strategies that luxury fashion companies might adopt when introducing new green products: First, the green new product might be similar in design to a luxury company’s previous non-green products. Second, the green new product might be similar in design to models made by non-luxury companies specializing in green production. The results from three experiments show that the recommended strategy is to make the new green luxury product similar to the luxury company’s previous models rather than to models made by green companies, especially for consumers who are knowledgeable about the brand and for products that are durable rather than ephemeral. This research contributes to extant research by investigating a previously overlooked driver of new green product acceptance, product design, and by empirically investigating the conditions that lead to the successful market introduction of new green luxury products.

Keywords: Sustainable design; Sustainable consumption; Environmental sustainability; New green product; Design similarity; Luxury fashion brand

مقدمه مقاله

In recent years, companies, consumers, institutions and society at large have increasingly committed to actions aimed at protecting the environment (Gershoff and Frels, 2015; Wagner, 2015). In many sectors, sustainability is widely considered one of the most prominent drivers of companies’ innovation and growth (e.g., Cho et al., 2013; Lloret, 2015; Lozano and Huisingh, 2011). Thus, corporate social responsibility (hereafter, CSR) has become central to companies’ strategies (Pohl and Tolhurst, 2010). 

This research focuses on consumers’ perceptions of sustainable product innovation by investigating the issue of companies introducing environmentally sustainable (hereafter, green) new products—that is, those products manufactured with attention to minimizing the exploitation of natural resources, the use of toxic materials, or the emission of waste and pollutants (Haws et al., 2014; Lin and Chang, 2012). The aim of this study is to understand what actions companies might undertake to increase consumers’ attitudes toward and intention to purchase new green products. Past research into this issue has largely investigated the role of factors such as the marketing communication tactics (e.g., Kronrod et al., 2012) and consumers’ motivations and characteristics as drivers of consumers’ attitudes and intention to purchase green products (e.g., Griskevicius et al., 2010; Schlegelmilch et al., 1996). By contrast, this article explores how the type of new green product introduced affects consumers’ attitudes. Specifically, it focuses on the impact of the new green product’s aesthetic design (Cucuzzella, 2016; Fletcher, 2013).

http://modir3-3.ir/images/%D8%B3%D9%81%D8%A7%D8%B1%D8%B4%20%D8%AA%D8%B1%D8%AC%D9%85%D9%87%20%D9%BE%D8%A7%DB%8C%D8%A7%D9%86%20%D9%86%D8%A7%D9%85%D9%87.png

 

مطالب مرتبط