The effect of sustainable product innovation on the consumer–luxury brand relationship: The role of past identity salience

Integrating the sustainable dimension into product innovation has become a major concern for luxury brand managers. Building on consumer–brand relationship theoretical framework (Fournier, 1998) and transgression acts (Aaker, Fournier, & Brasel, 2004), this research focuses substitution innovations in sector. An experimental study (N = 536) with two brands (luxury vs. non-luxury) four types of (recycling, upcycling, alternative, process) shows that demand relationships vary according to those factors. Impacts are less favorable (vs. non-luxury brands). In addition, using materials past identity is than brand. Conversely, without not brand, thus more incompatible ones.