While extant research examines the consumption of luxury products, the disposal behaviors of such products and business’ means for promoting this behavior through social media has yet to be examined. This research builds on belief congruence theory and the anticonsumption literature to understand how religiosity (with prescriptions against material possessions and performing actions just for show) influences disposal method of luxury goods and disposal behavior on social media. Specifically, findings show that extrinsically (intrinsically) religious consumers are more likely to throw away (donate) luxury products after use. The moderating influence of emotions is also explored to show that intrinsically (extrinsically) religious consumers are more (less) likely to use sustainable methods of product disposal for luxury and non-luxury products alike after being primed to feel shame/guilt in comparison to a control condition. A separate study manipulates product type (luxury vs. non-luxury) and product state (used vs. new), showing that extrinsically religious consumers are most (least) likely to use sustainable disposal methods when a product is used (new) and non-luxury (luxury). Additionally, findings show that identity mediates this relationship and has clear outcomes on social media behavior regarding product disposal and end-consumption behavior with luxury products. Implications for belief congruence theory and advertising practitioners are provided (with a specific emphasis on advertisers of luxury products using social media).

• Elizabeth Minton(University of Wyoming, USA)
• Stephanie Geiger-Oneto(University of Wyoming, USA)