Can luxury attitudes impact sustainability? The role of desire for unique products, culture, and brand self‐congruence

Eom

Spence

2022

JPBM

Purpose This study aims to examine whether, and how, perceived product scarcity strengthens the attitude–behavior relation in the case of sustainable luxury products. Design/methodology/approach Three online studies were conducted to examine the moderating role of perceived product scarcity on the attitude–willingness to pay (WTP) relationship in the case of sustainable luxury products. A preliminary study (n = 208) examined the existence of an attitude–WTP gap toward a sustainable luxury product (i.e. a bag). Study 1 (n = 171) investigated the moderating effect of perceived scarcity induced by a limited quantity message on the relationship between consumer attitude and the WTP for a sustainable luxury product (i.e. a pair of shoes). Study 2 (n = 558) replicated these findings using a different product category (i.e. a wallet) while controlling for demographic variables and examined the moderating role of consumer characteristics on the scarcity effect. Findings Consumers’ perceived scarcity for sustainable luxury products positively moderated the relationship between product attitudes and their WTP for the products. The moderating effect of perceived scarcity was significant for consumers regardless of their tendency toward socially responsible consumption and their preference for product innovativeness. Meanwhile, the scarcity effect was influenced by the consumers’ attitude toward the brand of sustainable products. Practical implications This research provides empirical evidence for marketers with clear managerial implications concerning how to immediately promote consumers’ acceptance of sustainable luxury products. Originality/value This study is the first to examine the role of scarcity strategy on strengthening the attitude–behavior relation for sustainable luxury products.

Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

The effect of perceived scarcity on strengthening the attitude–behavior relation for sustainable luxury products

Eom

Spence

2022

JPBM

“…What about product‐linked CRM campaigns? Some theoretical mechanisms by which product‐linked campaigns are favored by luxury consumers include a need to signal high social status, uniqueness within, or conformity to exclusive social groups (Eastman et al, 2021; Gierl & Huettl, 2010; Jang et al, 2015). What differentiates product‐linked campaigns from traditional luxury consumption lies in their status‐signaling ability.…”

Section: Theoretical Development and Hypothesesmentioning

confidence: 99%

Cause‐related marketing of luxury brands: Nudging materialists to act prosocially

Kim¹,

Psychology and Marketing

Shrum

2022

Across four experiments, we show that materialists' willingness to engage in cause‐related marketing (CRM) depends on the type of campaign: product‐linked (brand linked to a cause through limited‐edition products) or donation‐linked (direct donations to a charitable cause). Materialists are more willing to engage in product‐linked than donation‐linked campaigns, whereas nonmaterialists show the opposite pattern. The effect for materialists is driven by the status‐signaling qualities that luxury products convey and is eliminated for value brands and when materialists' need for status is momentarily satiated. This study shows that materialists can be nudged to behave prosocially by leveraging their status‐seeking motivations in the context of luxury consumption, and luxury brands will maximize participation by utilizing product‐linked CRM campaigns.

“…Empirically, there are also mixed findings in this regard: incorporating sustainability into luxury brands can be beneficial (Sengabira et al, 2020; Septianto et al, 2021) or detrimental (Dekhili et al, 2019; Torelli et al, 2011). Although recent research has explored factors such as power (Chang et al, 2019) and desire for unique products (Eastman et al, 2021) in attempts to reconcile conflicting evidence on the effect of embedding sustainability in luxury brands, much more work is needed. As such, one important question that has emerged relates to whether a specific factor, childhood socioeconomic status, influences consumer preferences for sustainable luxury brands.…”

Section: Introductionmentioning

confidence: 99%

The impact of socioeconomic status on preferences for sustainable luxury brands

Kim

Psychology and Marketing

2022

As consumers become more aware of and concerned about the environmental impact of their consumption choices, an increasing number of luxury brands are now engaging in sustainability practices. This study examines factors influencing the effectiveness of embedding sustainability in luxury brands. Specifically, the research focus is the effect of childhood socioeconomic status on moderating consumer preferences for sustainable (vs. regular, nonsustainable) luxury brands. Four experimental studies using different product categories and luxury brands show that preferences for sustainable (vs. regular, nonsustainable) luxury brands are stronger among consumers with relatively low (vs. high) childhood socioeconomic status (Studies 1–4). Notably, these preference patterns are driven by differences in the perceived importance of cooperation in the community among consumers with low versus high childhood socioeconomic status (Study 3). However, these divergent patterns are attenuated when consumption involves the nonluxury brand category (Study 2), and when consumers experience a high‐threat environment (e.g., the COVID‐19 pandemic; Study 4). As such, the findings of this study contribute to the literature by shedding light on the conditions under which consumers show preferences for sustainable (vs. regular, nonsustainable) luxury brands, establishing a theoretically grounded mediator (importance of cooperation in the community) and moderator (perceived environmental threat).