Making one's religious self feel better about luxury use: The role of religiosity in choice of disposal option for luxury goods

Abstract

Abstract While extant research examines the consumption of luxury products, consumers' methods for disposing of such products have yet to be examined, particularly as to how values drive disposal decisions. Through three studies, this research examines the influence of religious values, as measured by religiosity, on sustainable disposal options for luxury goods. Specifically, Study 1 shows that extrinsically (intrinsically) religious consumers are more likely to throw away (donate) luxury products after use. Study 2 examines the moderating influence of emotions to show that intrinsically (extrinsically) religious consumers are more (less) likely to use sustainable methods of product disposal for luxury and non‐luxury products alike after being primed to feel shame/guilt in comparison to a control condition. Study 3 uses mock social media ads for sustainable disposal programs by existing luxury brands to show that intrinsic religiosity (but not extrinsic religiosity) positively influences purchase intentions and brand attitudes toward brands offering disposal programs for their luxury goods. Additionally, Study 3 demonstrates that identity mediates this relationship. Findings build on belief‐congruence theory.

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