The effects of materialism on consumer evaluation of sustainable synthetic (lab-grown) products

Abstract

Purpose The increasing desire of consumers for socially responsible luxury products combined with fluctuating supplies in consumer markets are leading various industries to seek alternative sources to be able to meet the needs of its customers. One possible solution that may meet the demands of the future is lab-grown products. Because these products confer multiple benefits, this study aims to investigate the most effective ways to appeal to consumers by aligning the benefits of the products with their values as marketers seek to find effective promotion for these items. Design/methodology/approach We examine the effectiveness of an ethical positioning strategy for two types of luxury lab-grown (synthetic) products among high versus low materialism consumers in three experiments. Findings Findings suggest that a positioning strategy stressing product ethicality is more effective for low materialism consumers, whereas the strategy is less effective, and may even backfire, for high materialism consumers. The impact on social status consumers perceive from a lab-grown product explains why this effect occurs among low materialism consumers. Therefore, marketers should take caution and use specific appeals for different segments based on values such as consumers’ materialism levels. Originality/value If lab-grown products represent the wave of the future, it is important to understand how consumers will respond to this emerging technology and how promotion strategies may enhance their evaluation.

What influences the purchase intentions of sustainable luxury among millennials in the UK?

“…Third, this study demonstrates a positive relationship between conspicuous value and purchase intention of sustainable goods, in contrast to studies by Talukdar and Yu (2020) and Keech et al (2020). Furthermore, this study suggests that VLLPs have the same symbolic and prestigious value as traditional luxury products, especially among millennials prizing sustainability as a social norm.…”

“…Third, this study demonstrates a positive relationship between conspicuous value and purchase intention of sustainable goods, in contrast to studies by Talukdar and Yu (2020) and Keech et al (2020).…”

“…As an alternative to genuine leather, emerging leather substitutes are mainly plant‐based, such as cactus‐based material, fruit skin, fungus‐based texture, or coconut, hemp, vegetable oil and cork (Farra, 2020; Petter, 2019; Western, 2018). The latest development of leather substitutes is “lab‐grown leather material” (Keech et al, 2020).…”

How Does Global–Local Identity Affect Consumer Preference for Access-Based Consumption? Investigating the Mediating Role of Consumption Openness

“…TV channels that feature the benefits of traveling (Study 4) can be effective as well. From a broader sense, our research echoes previous findings that knowing which specific appeal resonates with respective consumer segments can help marketers understand what messages will be most effective for their target consumers (Keech, Morrin, and Podoshen 2020).…”

Celebrity CEOs’ credibility, image of their brands and consumer materialism

“…Materialistic values also influence consumer behavior as materialistic individuals tend to buy luxury products (Sun et al, 2014), are satisfied with their possessions (Kassim et al, 2016), pay premium prices (Biçakcio glu et al, 2017), spend more shopping time (Segev et al, 2015), have fun with unplanned purchases (Thoumrungroje, 2018), buy things that they cannot afford (Joung, 2013;Pradhan et al, 2018), are involved in fashion clothing purchase (Handa and Khare, 2013), tend to be indebted (De Matos et al, 2019) and to buy unethical products (Davidson et al, 2019;Keech et al, 2020). Therefore, high materialists are prone to evaluate brands more positively compared to low materialists.…”