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The Catch-22 of responsible luxury: effects of luxury product characteristics on consumers' perception of fit with corporate social responsibility

机译：负责任的奢侈品Catch-22：奢侈品的特征对消费者对企业社会责任感的感知影响

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The notion of “responsible luxury” may appear as a contradiction in terms. This article investigates the influence of two defining characteristics of luxury products—scarcity and ephemerality—on consumers’ perception of the fit between luxury and corporate social responsibility (CSR), as well as how this perceived fit affects consumers’ attitudes toward luxury products. A field experiment reveals that ephemerality moderates the positive impact of scarcity on consumers’ perception of fit between luxury and CSR. When luxury products are enduring (e.g., jewelry), a scarce product is perceived as more socially responsible than a more widely available one and provokes positive attitudes. However, this effect does not appear for ephemeral luxury products (e.g., clothing). The perceived fit between luxury and CSR mediates the combined effects of scarcity and ephemerality on consumers’ attitudes toward luxury products. This study provides valuable insights that luxury brand managers can use to design their CSR and marketing strategies.
机译：“负责任的奢侈”这一概念在术语上可能是矛盾的。本文研究了奢侈品的两个定义特征–稀缺性和短暂性–对消费者对奢侈品与企业社会责任（CSR）的契合度的感知，以及这种感知的契合度如何影响消费者对奢侈品的态度。一项现场实验表明，短暂的经历减轻了稀缺性对消费者对奢侈品与企业社会责任之间契合感的积极影响。当奢侈品（例如珠宝）经久不衰时，稀缺产品被认为比更广泛使用的产品更具社会责任感，并激发了积极态度。但是，对于暂时​​性的奢侈品（例如服装），不会出现这种效果。奢侈品与企业社会责任之间的契合度调和了稀缺性和短暂性对消费者对奢侈品的态度的综合影响。这项研究提供了宝贵的见解，奢侈品牌经理可以使用这些见解来设计其CSR和营销策略。

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