Restorative experiences and online tourists’ willingness to pay a price premium in an augmented reality environment

This study examined the effects of the restorative experience triggered by empowerment features in augmented reality (AR) on online tourists’ immersion and willingness to pay a price premium in the pre-purchase phase. The study focused in particular on the coherence and compatibility perspectives of the restorative experience. A scenario survey was conducted to validate the research framework. The research findings clarified the psychological mechanism behind the willingness to pay a price premium in AR-empowered online travel experiences. They indicated that the two AR empowerment features namely environmental embedding and simulated physical control generate restorative experience, which further fostered immersion and ultimately resulted in the willingness to pay more. The results may help online tourism services select appropriate AR empowerment features that will incite tourists to pay a premium price and also help create an effective AR tourism destination experience in the pre-purchase phase. This study focused on the attention restoration theory, empowerment paradigms, and AR-based service technology to develop an integrated conceptual framework of the relationship among AR empowerment features, restorative experience, immersion, and pre-purchase decision-making behavior.     

How do crazy rich Asians perceive sustainable luxury? Investigating the determinants of consumers’ willingness to pay a premium price

Motivated by the increasing media coverage of environmental disasters and growing evidence of humans’ detrimental impacts on the natural environment, the key aim of this study was to examine consumer interest in buying sustainable luxury products. Rooted in the Value-Belief-Norm (VBN) theory, a research framework incorporating pro-environmental self-identity (PSI), consumer pro-environmental values (CPV), engagement, and willingness to pay a premium price (WPP) was proposed. To better understand the sustainable behavior of consumers, this study modelled myopia as a personality trait that moderates the aforementioned relationships. Partial least squares path modelling (PLSPM) was employed to analyze data collected from 296 Chinese consumers who had purchased luxury fashion products. The results highlighted the influential role of CPV in shaping both consumer engagement and WPP, surpassing the impact of PSI. Also, the study established the positive effect of engagement on WPP and confirmed its mediating role in the relationship between CPV and WPP. The incorporation of myopia as a moderator further enhanced the explanatory power of the VBN theory in understanding sustainable consumption evaluations. The findings revealed that the positive links between PSI, CPV, engagement, and WPP were particularly pronounced among non-myopic consumers, suggesting that a clear vision of long-term consequences strengthens the connections between these constructs. These findings offer valuable insights to both academics and practitioners, particularly in the realm of luxury fashion brands within Chinese culture. They provide a foundation for designing targeted marketing communication strategies that effectively leverage and cultivate consumers' pro-environmental self-identities and values. By aligning brand messaging with these values, luxury fashion brands can enhance consumer engagement and foster a willingness to invest in sustainable products. Ultimately, this study contributes to the growing body of knowledge on sustainable consumption and offers practical implications for promoting environmentally responsible choices in the luxury fashion industry.     

An evolutionary game theoretic model for analyzing retailers’ behavior when introducing economy and premium private labels

The significant growth of Private Labels (PLs) has led to a growing competition between National Brand (NB) manufacturers, on the one hand, and retailers, on the other; while manufacturers strive to achieve enhanced customer loyalty through such measures as innovation and advertising, retailers focus their efforts on offering high-quality products. This paper considers for the first time a supply chain consisting of one NB manufacturer and a population of retailers under two scenarios. In the first, each retailer sells NB and chooses either to introduce an Economy Private Label (EPL) or not. In the second scenario, each retailer chooses either to introduce a Premium Private Label (PPL) or not. To solve the problem, an evolutionary game is introduced and the retailers’ behavior is analyzed. Using two numerical examples, parametric analysis and managerial insights are also provided. It is found that the entire population chooses the strategy of introducing a private label (EPL or PPL) and that this strategy yields greater profits for both the manufacturer and the retailers than other strategy profiles might do. In addition, it is shown that both the retailers and the manufacturer gain more profits by introducing a PPL rather than an EPL.     

Consumers’ preferences,attitudes and willingness to pay for bio-textile in wood fibers

The bio-textile products made from certified wood fibers are an important product innovation able to diversify the wood product portfolio of enterprises and to increase environmental sustainability. In this paper, we estimate Italian consumers' willingness to pay for three bio-textile products made from certified wood (socks, T-shirt and shirt). Data were collected face-to-face to a sample of 696 consumers through Contingent Valuation. The results from the Cameron and Huppert model show a significant premium price, ranging from 64% to 128% depending on the products, and that respondents with a higher environmental concern are more willing to pay for bio-textile products. Nevertheless, the price turned out to be a key determinant, evidencing how it can constitute a barrier to a more sustainable consumer behaviour. These results are important for the European wood-based industries’ businesses, currently based on stagnant market of traditional wood products, since they indicate there is room for a profitable diversification in bio-textile products. An increased market of bio-textile products can contribute to reduce the fossil fuel dependency of the European Union economy.