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Product Choice And The Importance Of Aesthetic Design Given The Emotion‐Laden Trade‐Off Between Sustainability And Functional Performance, Michael G. Luchs, Jacob Brower, Ravindra Chitturi
Product Choice And The Importance Of Aesthetic Design Given The Emotion‐Laden Trade‐Off Between Sustainability And Functional Performance, Michael G. Luchs, Jacob Brower, Ravindra Chitturi
Mason School of Business Articles
This paper investigates the trade‐off decision that consumers face when choosing between a product that is perceived to be more sustainable (i.e., more socially and environmentally responsible) and another product that instead is perceived to offer superior functional performance. Prior research has demonstrated that consumers often believe that there is a trade‐off between sustainability and performance, and in some cases, this trade‐off may be real and not just perceived. The objectives of the current research are to understand the mediators and moderators of this trade‐off choice and to illustrate one specific way in which to use this understanding to promote …
Toward A Sustainable Marketplace: Expanding Options And Benefits For Consumers, Michael G. Luchs, Rebecca W. Naylor, Randall L. Rose, Jesse R. Catlin, Roland Gau, Sommer Kapitan, Jenny Mish, Lucie Ozanne, Marcus Phipps, Bonnie Simpson
Toward A Sustainable Marketplace: Expanding Options And Benefits For Consumers, Michael G. Luchs, Rebecca W. Naylor, Randall L. Rose, Jesse R. Catlin, Roland Gau, Sommer Kapitan, Jenny Mish, Lucie Ozanne, Marcus Phipps, Bonnie Simpson
Mason School of Business Articles
While popular interest in sustainable consumption continues to grow, there is a persistent gap between consumers’ typically positive explicit attitudes towards sustainability and their actual consumption behaviours. This gap can be explained, in part, by the belief that choosing to consume sustainably is both constraining and reduces individual-level benefits. While the belief that sustainable consumption depends on making trade-offs is true in some contexts, increasingly consumers are finding that more sustainable forms of consumption can provide both an expanded set of options and additional, individual-level benefits. In this essay, we discuss and illustrate an expanded set of options and benefits …
The Sustainability Liability: Potential Negative Effects Of Ethicality On Product Preference, Michael G. Luchs, Rebecca W. Naylor, Julie R. Irwin, Rajagopal Raghunathan
The Sustainability Liability: Potential Negative Effects Of Ethicality On Product Preference, Michael G. Luchs, Rebecca W. Naylor, Julie R. Irwin, Rajagopal Raghunathan
Mason School of Business Articles
Manufacturers are increasingly producing and promoting sustainable products (i.e., products that have a positive social and/or environmental impact). However, relatively little is known about how product sustainability affects consumers' preferences. Theauthors propose that sustainability may not always be an asset, even if most consumers care about social and environmental issues. The degree to which sustainability enhances preference depends on the type of benefit consumers most value for theproduct category in question. In this research, the authors demonstrate that consumers associate higher product ethicality with gentleness-related attributes and lower product ethicality with strength-related attributes. As a consequence of these associations, the …