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Factors of ambivalence to eco-responsible product innovations in luxury and perceived greenwashing: Perspectives of consumers and brands
Academic Journal
Research objectives Despite increasing investment by the luxury goods industry in eco-responsible product innovations, brands are faced with ambivalent consumer reactions that can lead to perceived greenwashing: the perception that they are deliberately providing false information to project an environmentally friendly image (Mitchell and Ramay, 2011). Perceived greenwashing poses a real threat to brands. The aim of this article is twofold: 1) to identify the factors that make luxury consumers and professionals ambivalent about eco-responsible product innovations, and 2) to present a typology of luxury consumers who are ambivalent about this type of product. Methodology A qualitative approach in the form of two studies was used: interviews were conducted with 32 luxury consumers and 20 professionals from the luxury sector. Results This work proposes a typology of luxury consumers according to their motivation for luxury (personal and/or interpersonal) and their assessment of eco-responsible product innovations (positive and/or negative). The results identify four factors of ambivalence linked to issues of communication and product execution. Managerial implications Several recommendations are put forward to encourage acceptance of eco-responsible luxury products and prevent perceived greenwashing: communicate transparently and combat greenwashing, increase the number of eco-responsible products on offer, take care with their design, and reassure people about the quality and low ecological impact of the materials used. Originality This is one of the first articles to examine ambivalence factors as antecedents of greenwashing in the luxury sector, thus helping to address a gap in literature.