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This chapter aims at covering an important gap, contributing to research in the field of luxury markets as well as sustainable consumption, and focuses on new sustainable products by luxury brands. Through an experimental study 3x1 between-subject design in which the product material (upcycled vs. recycled vs. virgin) of a fictitious luxury product was manipulated, the authors investigated which luxury product (upcycled vs. recycled vs. not sustainable) is preferred by consumers in terms of attitude and purchase intentions. Results of this experimental design can inform luxury product managers and designers about whether consumers react more positively towards upcycle vs. recycle products when consumers' status motives and environmental consciousness increase. In addition, they can understand the reasons and emphasize those in their marketing communications to increase demand for those products with …