The effect of perceived scarcity on strengthening the attitude–behavior relation for sustainable luxury products

Abstract

Purpose This study aims to examine whether, and how, perceived product scarcity strengthens the attitude–behavior relation in the case of sustainable luxury products. Design/methodology/approach Three online studies were conducted to examine the moderating role of perceived product scarcity on the attitude–willingness to pay (WTP) relationship in the case of sustainable luxury products. A preliminary study (n = 208) examined the existence of an attitude–WTP gap toward a sustainable luxury product (i.e. a bag). Study 1 (n = 171) investigated the moderating effect of perceived scarcity induced by a limited quantity message on the relationship between consumer attitude and the WTP for a sustainable luxury product (i.e. a pair of shoes). Study 2 (n = 558) replicated these findings using a different product category (i.e. a wallet) while controlling for demographic variables and examined the moderating role of consumer characteristics on the scarcity effect. Findings Consumers’ perceived scarcity for sustainable luxury products positively moderated the relationship between product attitudes and their WTP for the products. The moderating effect of perceived scarcity was significant for consumers regardless of their tendency toward socially responsible consumption and their preference for product innovativeness. Meanwhile, the scarcity effect was influenced by the consumers’ attitude toward the brand of sustainable products. Practical implications This research provides empirical evidence for marketers with clear managerial implications concerning how to immediately promote consumers’ acceptance of sustainable luxury products. Originality/value This study is the first to examine the role of scarcity strategy on strengthening the attitude–behavior relation for sustainable luxury products.

Effect of consumption values on consumer behavior: a Meta-analysis

“…This implies that consumers assign a higher value to products that can address contemporary environmental concerns. This finding aligns with previous research, which found green products to positively affect customer attitudes and willingness to pay (Filieri et al, 2021;Park et al, 2022). However, we did not observe any significant moderating effects for product type II (technological vs. non-technological) or sector (manufacturing vs. service).…”

Hey, did you see that label? It's sustainable!: Understanding the role of sustainable labelling in shaping sustainable purchase behaviour for sustainable development

“…By establishing linkages between the cognitive variables, i.e., subjective norms, attitude, perceived behavioural control and behavioural intention as prescribed by TPB (Ajzen, 1991), the researchers are increasingly applying this model to describe the attitude–intention relationships concerning sustainable consumer behaviour. However, very little literature exists that is considered to explain the relationships of attitude, intention and behaviour concerning sustainable consumer behaviour (Jaiswal & Singh, 2018; Park et al, 2022). In addition, scholars in this field have stressed upon investigating other cognitive constructs including environmental and psychological variables such as environmental concerns & knowledge, environmental outcomes, consumer innovativeness, consumer effectiveness and eco‐label knowledge/awareness for improving the explanatory power of this theory and to better describe the interrelationships of various important factors (Jaiswal & Kant, 2018; Taneja & Ali, 2021; Yadav & Pathak, 2017; Yin et al, 2022).…”

Cash—Walk the line: Examining the impact of payment method on consumers' beer choices

“…One strategy that makes luxury products more desirable is to signal their scarcity by informing consumers of their limited quantity (Park et al, 2022). In this context, bars could consider offering only smaller sizes of craft beers, such as 20 or 33 cL, which could possibly increase the luxury aspect of craft beer consumption.…”

“…Craft beer brands share many characteristics with luxury brands, such as uniqueness, with these brands often benefiting from rising unit prices (Gómez‐Corona et al, 2017; Kapferer & Bastien, 2009). One strategy that makes luxury products more desirable is to signal their scarcity by informing consumers of their limited quantity (Park et al, 2022). In this context, bars could consider offering only smaller sizes of craft beers, such as 20 or 33 cL, which could possibly increase the luxury aspect of craft beer consumption.…”