Auteurs : Mohamed Akli ACHABOU
Research objectives Animal raw materials have long been closely associated with luxury. Although their use in this sector was rarely questioned until today, the situation has now changed and many companies are concerned that their image may be tarnished by animal abuse scandals. Under these conditions, could these materials be replaced by more responsible alternatives? This article proposes to provide some answers to this question. • Methodology This study uses a qualitative approach. Interviews were conducted in France, and involved 21 consumers and 13 professionals from the luxury sector. • Results The analysis of the material obtained from interviews was based on the costly signaling theory and social value orientation, and reveals a reluctance regarding the use of alternative materials in luxury products. Materials of animal origin continue to be preferred because they correspond better to the consumer’s needs for quality and comfort or for ostentation. • Managerial/societal implications The results help to identify the types of action that are necessary to: (1) continue to use animal raw materials while protecting the brand from negative associations, and (2) overcome sources of consumer reluctance to buy products made with alternative materials. • Originality This is one of the very first studies on the subject of the use of animal skins and furs in the luxury sector. In this respect, it enriches the literature exploring the link between luxury and sustainable development. • Keywords: luxury, animal raw materials, alternative materials, consumer preference, France.
|Numéro||Décisions marketing - N°103|
|Date de parution||2021|
|Nombre de pages||160 pages|
|Format||180 x 260 mm|