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Sustainability is not only at the forefront of the mainstream brands’ agenda. Luxury brands have also already engaged in sustainability actions, either launching sustainable versions of their products or develop “responsible luxury” strategies and policies. This chapter explores two types of advertising appeals for sustainable new products communications: those that deliver consumer benefit (i.e., self-benefit) and those that deliver societal benefit (i.e., others-benefit). Furthermore, this research investigates whether the advertising appeal types moderate the effect of brand types, namely, mainstream versus luxury, on consumers’ reactions toward new sustainable products. The results of the experiment indicate that consumers’ purchase intention increases when a new sustainable product is produced by a mainstream brand rather than a luxury one when advertising communicates self-benefits. When the …