Consumers are increasingly claiming to prioritize environmental considerations in their product selections, and, accordingly, manufacturers of luxury items are integrating environmentally-friendly features into their products. Yet, thus far, research has produced contradictory findings with regard to whether consumers actually evaluate eco-friendly luxury products more favorably. The current research attempts to reconcile past inconclusive evidence by investigating the centrality of the eco-friendly attribute (i.e., the extent that it is integral to the product’s essence) as a determining factor. Three controlled experiments that manipulated attribute centrality, coupled with an internal meta-analysis, find that central (rather than peripheral) eco-friendly attributes, positively influence consumers’ interest in and evaluations of a luxury product. Furthermore, results show that this effect is mediated by perceived manufacturer sincerity …