“Progress-focused” language outweighs “sustainable” conditions

Marketers promoting circular luxury products find that consumers prefer a combination of “sustainable” and “progress-focused” action words when considering “sustainable” luxury QUT Researchers should abandon words like “recycling,” “sustainable,” and even “green.” I will buy it.

In two field surveys that consider the nearly 1 million product listings from the second-hand luxury clothing site Vestiaire Collective and Facebook posts by luxury car brands, researchers have said that consumer engagement (good) of product descriptions referring to sustainability or circular economy.とうからした。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。 Description that does not mention sustainable features.

These were then compared with descriptions of circular luxury products, mainly using words such as “reduction”, “change” and “manufacturer” in each category.

First author, Dr. QUT’s Faculty of Advertising, Marketing and Public Relations, Emma Joemporvi, said that the results were that they were able to use the appropriate language to inform consumers of product sustainability qualifications. He said he showed that it is essential to ensure attractiveness. This study, “Practicing Consumer Engagement in Circular Luxury Products: Two Large-Scale Field Studies on the Role of Regulatory Mode Languages,” was published in the Journal of Consumer Behavior.

“Posts containing descriptions using sustainable product languages ​​to promote the circulation of luxurious products have found that consumer engagement is reduced compared to other products,” Joenpolvi said. I mentioned it.

“For example, the random selection of three product lists on Vestiaire Collective had 492 to 853 “likes” without mentioning sustainability factors, but the post was “recycled” and “likes” “It fell to zero when it was explicitly mentioned.

“Then, when I looked up a list of sustainability-backed products that have achieved what I liked more than the average “like,” I used a language that focuses on progressive frames of products in the moving process. I understand that.

“For example, use words like “make”, ‘dynamic, ‘get, ‘fast’ ” ” ” ” ” ” ” ” ” ” ” ” ” ” ” ” ” ” ” ” ” ” ” Rather than words such as “flow” or language, words such as language. Recycling, “sustainable”, “eco-friendly”, “green”, “sauce to sea”, “close material cycle”.

Joenpolvi said similar results were found in a post on the luxury car. This included a language focused on sustainability progress that was well above the average Facebook stock of each brand.

“Posts that mentioned luxury cars include brooding stocks, including only 6% of the brand’s average stock that were fighting “sustainable materials,” “eco-friendly materials,” or “plastic pollution.” is achieving.

“In summary, getting the right language to sell circular luxury products is not underestimated. Luxury brands are well suited to lead changes to circular business models due to their prominent position in their respective industries. I am.