Consumers value manufacturer sincerity: The effect of central eco-friendly attributes on luxury product evaluations

Consumers are increasingly claiming to prioritize environmental considerations in their product selections, and, accordingly, manufacturers of luxury items are integrating environmentally-friendly features into their products. Yet, thus far, research has produced contradictory findings with regard to whether consumers actually evaluate eco-friendly luxury products more favorably. The current research attempts to reconcile past inconclusive evidence by investigating the centrality of the eco-friendly attribute (i.e., the extent that it is integral to the product's essence) as a determining factor. Three controlled experiments that manipulated attribute centrality, coupled with an internal meta-analysis, find that central (rather than peripheral) eco-friendly attributes, positively influence consumers’ interest in and evaluations of a luxury product. Furthermore, results show that this effect is mediated by perceived manufacturer sincerity. Specifically, when a product's eco-friendly attribute is central (vs. peripheral), consumers are more likely to perceive the manufacturing firm as possessing sincere environmental intentions, and this perception, in turn, enhances product evaluations. This research is the first to integrate attribute centrality and perceptions of manufacturer sincerity, and in so doing, helps explain consumer evaluations of eco-friendly luxury products.