This study explores consumers’ responses to upcycled and recycled luxury products. The authors advocate that luxury brands producing upcycled goods might lead to higher consumer willingness to buy compared to luxury brands producing recycled goods. The reason for this is that consumers might attribute higher feelings of pride and greater novelty to an upcycled good than to a recycled good. When consumers’ environmental concern increases, upcycled goods are better for new luxury brands than for existing ones due to their increased fit with the former, wherein the effect is higher for upcycled goods. Based on findings from three experiments, this research enriches the theoretical understanding of consumer responses to upcycled and recycled luxury products and can help companies to develop strategies to launch such products effectively.

这项研究探讨了消费者对升级和回收的奢侈品的反应。作者主张，与生产再生商品的奢侈品牌相比，生产高档商品的奢侈品牌可能会导致更高的消费者购买意愿。其原因是，与归类为循环再造的商品相比，消费者可能将更高的自豪感和更大的新颖性归因于更新后的商品。当消费者对环境的关注增加时，由于新奢侈品牌与旧奢侈品牌的契合度更高，因此新奢侈品牌的旧货更好。基于三个实验的结果，本研究丰富了消费者对升级和回收奢侈品的反应的理论理解，并可以帮助公司制定有效推出此类产品的策略。