קיימות ממוקדת-חברה: הגברת ההשפעה הסביבתית הנתפסת וקידום צריכת יוקרה אחראית

Luxury firms are increasingly adopting sustainable practices. Yet existing research on consumer responses to sustainable luxury products has produced mixed results. Given the importance of sustainable consumption in addressing the climate crisis, it is crucial to identify conditions under which consumers are likely to respond positively to such products. To address this challenge, this research investigates a factor that may shape consumers' responses to sustainable luxury products. Specifically, we explore how the focus of sustainability messaging, i.e., whether the message is company - vs. product-focused, influences consumer response. Two laboratory experiments and a field study demonstrate that when the sustainability message is company-focused, consumer responses to the product are more positive than when the sustainability message is product-focused. Moreover, this effect is mediated by consumers' perceptions of the purchase's positive environmental impact.