Unmasking luxury consumption and its psychology: An experimental approach to understanding the motivations behind ethical and sustainable brand preferences

Business Ethics, the Environment and Responsibility (forthcoming)
  Copy   BIBTEX

Abstract

This research delved into the dynamics between pride, sustainability detectability, and product consciousness through three experimental studies conducted among Chinese millennials focusing on lavish brand. Grounded in the positive emotions theory, this study sought to discern the circumstances in which individuals with materialistic tendencies exhibit willingness to engage with sustainable luxury brands. The results of this meticulous experimental design indicate a positive relationship between materialism and the intention to purchase sustainable luxury brands, with pride identified as a mediating factor, and discussed the involvement of high conspicuousness of the product in the context of detectability of the brand's sustainability. Furthermore, this study offers insights through the positive emotion theory and examining the impact of self-conscious emotions on buyer preferences regarding sustainable luxury brands. The findings from this theoretical research provide valuable insights for brand managers, scholars, and policymakers aiming to develop sustainable brands that resonate with the sentiments and values of conscientious consumers.

Other Versions

No versions found

Links

PhilArchive



    Upload a copy of this work     Papers currently archived: 103,401

External links

Setup an account with your affiliations in order to access resources via your University's proxy server

Through your library

Similar books and articles

Analytics

Added to PP
2024-07-04

Downloads
12 (#1,412,176)

6 months
8 (#390,329)

Historical graph of downloads
How can I increase my downloads?

Citations of this work

No citations found.

Add more citations

References found in this work

No references found.

Add more references