The concept of luxury is archaic, but it is only recently that luxury marketing (LM) has caught academic attention. The result is a growth in global publications. This study examines 34 years of scientific research on LM through bibliometric and content analysis of Scopus data consisting of 893 articles from 271 journals. Results reveal that though the field is still developing, it has been approached from multiple disciplines and methodologies. A structured bibliometric and content analysis enabled an in-depth study of the field’s evolution. Further, the results of bibliographic coupling indicate clusters of emerging themes in LM scholarship such as sustainability, social media marketing, counterfeiting, among others. Finally, a conceptual framework emerging from the thematic clusters and future research directions follow.

Purpose Drawing on goal framing theory, this study aims to investigate consumer values and perceived readiness to engage in secondhand luxury consumption, a form of pro-environmental behavior. Design/methodology/approach An integrative conceptual model is proposed based on goal- framing theory to gauge the role of various goals driving Gen Z’s secondhand luxury purchase. Cross-sectional data were collected from 246 Indian secondhand luxury shoppers and analyzed using structural equation modeling and PROCESS Macro. Findings Results demonstrated that both egoistic and altruistic value frames drive secondhand luxury purchase intention through attitude and subjective norms (SNs), respectively. Interestingly, attitude significantly leads to consumer perceived readiness, but readiness does not directly affect purchase intention. Further, risk perceptions moderate the effect of readiness and SNs. Originality/value Academic literature lacks empirical evidence on secondhand luxury as a form of pro-environmental behavior and Gen Z argued to be the most influential generation driving this market has not been investigated so far. Through an emerging economy context, this study contributes important implications for luxury brands entering the secondhand market, secondhand retailers and scholars about what motivates young consumers and drives purchase decisions while engaging with an otherwise stigmatized market.

PurposeThis study explores reasons for and against secondhand luxury (SHL) fashion adoption among young consumers in an emerging nation, India. As a trend, SHL has witnessed tremendous growth in the past few years, but scholarly interest remains scant.Design/methodology/approachDrawing from an interpretivist paradigm, this study uses an exploratory qualitative approach with 26 semi-structured interviews with SHL buyers, analyzed using NVivo software.FindingsThe findings shed significant light on value drivers and find support for status value, uniqueness value, quality value and monetary value, while adding the role of emotional value in reasons for SHL adoption. The results reveal an interesting trait of Indian consumers: price, fashion and celebrity association outweigh sustainability concerns, where an attitude–behavior gap is observed. Also, the findings add depth to risk perceptions as a major reason against SHL adoption.Originality/valueWhile most existing studies have only focused on the motivational drivers, this study offers in-depth insights into the growing SHL literature by drawing attention to the enablers and equally important inhibitors by applying the novel Behavioral Reasoning Theory. It also intends to enhance practitioner knowledge in understanding a culturally diverse market and developing strategies relevant to a new set of consumers. The study calls for SHL retailers to sensitize young consumers in India about the sustainability aspect of SHL consumption, which is currently less appreciated.

With the rapidly changing global landscape on sustainability, the luxury industry is now embracing circularity in consumption. Similarly, consumers are also evolving and changing the way they consume luxury by shifting from ownership-based models to access-based models. To uncover the underlying notions of sustainability in luxury, this conceptual article proposes the luxury as a sustainable service (LaSS) framework. It analyses consumers’ adoption of access-based, second-hand and co-ownership-based luxury models that are sustainable in their core. The study also attempts to advance the push–pull–mooring (PPM) theory by grounding the LaSS framework that further substantiates why consumers shift (or not) towards sustainable luxury. We identify push factors (voluntary conscious lifestyle, social norms, emotions of gratitude), pull factors (pro-environment behaviour, mindful consumption, warm glow) and mooring factors (materialism, social status, hedonic values, sunk cost) that play a key role in the transition of consumers towards adoption of LaSS. The LaSS framework has immense scope of being empirically tested and deeply fathom the fast-changing luxury consumer behaviour in a nuanced manner. Luxury practitioners can refer to the LaSS framework to formulate better strategies for consumers who are ready to adopt a sustainable luxury consumption regime.

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