This study explored the influence of diamond origin (lab-grown vs. natural) on purchase intention through perceived scarcity, with brand type as a moderator. Given the recent rising prominence of lab-grown diamonds in the jewelry market, this research investigates how perceived scarcity influences purchase intention and whether luxury brands can increase the perceived scarcity of lab-grown diamonds. A 2x2 factorial design between-subjects experiment was conducted, involving 253 participants who were randomly presented with one of four scenarios regarding diamond origin (lab-grown vs. natural) and brand type (luxury vs. no-name). The study employed a moderated mediation analysis using Hayes9 PROCESS macro (Model 7). The findings show that diamond origin is directly associated with perceived scarcity, proving that lab-grown diamonds are perceived as less scarce than natural diamonds. Furthermore, perceived scarcity is positively associated with purchase intention, confirming that scarcity plays a crucial role in driving consumer demand. However, the moderating effect of brand type was found to be non-significant, suggesting that brand prestige does not significantly influence the relationship between diamond origin and perceived scarcity or purchase intention. These findings contribute to the understanding of how lab-grown diamonds are perceived in the luxury jewelry market and provide valuable insights for marketers looking to position sustainable alternatives within traditional luxury frameworks.
Date of Award | 14 Oct 2024 |
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Original language | English |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | Kurt Paul Munz (Supervisor) |
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- Lab-grown diamonds
- Natural diamonds
- Scarcity
- Luxury brands
- Mestrado em Gestão e Administração de Empresas (mestrado internacional)
Lab-grown vs. natural diamonds: a moderated mediation analysis of how brand type and perceived scarcity influence consumer purchase intentions
Habsburg-Lothringen, M. T. B. N. B. (Student). 14 Oct 2024
Student thesis: Master's Thesis