Halo Effect and Sustainable Luxury Paradox: Influences investigated between the two concepts on cosmetics.

Details

Supervisors

Pleyers, Gordy

Faculty

Louvain School of Management

Degree label

Master [120] : ingénieur de gestion, à finalité spécialisée

Abstract

Sustainability is a subject of growing interest and concern. Following the various ecological and social crises, consumers are increasingly interested in and concerned about the environment. They are paying more attention to the origin, composition, and quantity of their products consumed. Surprisingly, consumers are taking a growing affinity with the luxury sector and making more purchases in it. This thesis explores the paradox that exists among researchers regarding the compatibility between the concepts of sustainability and luxury. Indeed, researchers seem very divided on the issue. To complete the literature on this subject, this thesis is particularly interested in the potential halo effects existing among consumers between the two subjects. To this end, a quantitative study of perfume was carried out. The results obtained align with the current debate and do not allow the question to be resolved unanimously. Nevertheless, this thesis has demonstrated a halo effect on the performance of perfume carrying a sustainable logo. Customers seem to perceive a luxury eco-responsible fragrance as less effective (lasting less time on the skin) than a non-luxury ecoresponsible fragrance. This result suggests that the sustainability halo effect on luxury products could be an area worth exploring further to justify the existence of this paradox. A better understanding of the existing links between sustainability and luxury products is of particular interest to researchers and professionals in the field, given the growing importance accorded by consumers to these two elements.