Packaging Beyond Product: Consumer‐Driven Upcycling and the Social Amplification of Luxury

This research examines how consumer upcycling of luxury packaging shapes brand relationships. Across three experiments in varied contexts, we demonstrate that upcycling enhances repurchase intentions by elevating perceptions of symbolic value. The effects are moderated by social media engagement: brand and user interactions amplify the impact, whereas their absence attenuates it. These findings extend conspicuous consumption theory by highlighting packaging's symbolic role in luxury markets and advance understanding of consumer‐driven sustainability behaviours. Managerially, the results offer actionable guidance for leveraging packaging strategies to strengthen customer relationships and enrich brand experiences.