Intuitive thinking impedes cooperation by decreasing cooperative expectations for pro-self but not for pro-social individuals

Sun, Qian; Luo, Shasha; Gao, Qianyun; Fan, Wenjian; Liu, Yongfang

doi:10.1080/00224545.2022.2122768

Cited by 2 publications

(1 citation statement)

References 72 publications

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“…Studies highlight how sustainability compromises the perceived quality of luxury products (Dekhili et al , 2019) and how the excess nature of luxury conflicts with the conservation focus of sustainability (Kapferer and Michaut-Denizeau, 2020). While some studies link luxury product characteristics such as scarcity, timelessness and durability to sustainability (Osburg et al , 2021; Sun et al , 2023), these characteristics merely establish a functional rather than a psychological link between the concepts. Scholars distinguish between the self-interested nature of “luxury consumption” and the altruistic nature of “sustainable consumption” (White et al , 2019), referred to as the “pro-self” vs “pro-social” paradox (Athwal et al , 2019).…”

Section: Introductionmentioning

confidence: 99%

Sustainable luxury brands: the moderating effects of salient identity-based goals

Li,

Kang

2024

JPBM

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Purpose Luxury brands struggle to communicate their sustainability commitments to consumers due to the perceived incongruence between “luxury” and “sustainability”. This study aims to provide luxury brands with insights on how to engage consumers with different social value orientations (SVOs) to make sustainable luxury purchases in a compatible manner. It investigates the relationships between personal values (symbolism/universalism), SVOs (pro-self/prosocial orientation) and behavioral intentions toward sustainable luxury brands. It further explores whether these relationships may differ when consumers view themselves as individuals (salient personal identity is activated) versus group members (salient social identity is activated). Design/methodology/approach Study 1 (N = 419) used an online experiment in which participants were randomly assigned to either salient personal or social identity conditions to test the proposed model. Study 2 (N = 438) used a fictional brand to further validate the findings. Hypotheses were tested using covariance-based structural equation modeling (CB-SEM) and multi-group SEM. Findings Results indicate that prosocial orientation significantly increases consumers’ behavioral intentions toward sustainable luxury brands. Interestingly, pro-self-orientation can also drive intentions to support sustainable luxury brands when consumers’ personal identity is salient. Salient social identity can further strengthen the relationship between prosocial orientation and sustainable luxury behavioral intentions. Originality/value This study presents a novel, inclusive definition of sustainable luxury brands and adds theoretical rigor to the SVO framework by revealing the moderating role of salient identities, contributing to the body of knowledge in luxury brand research.

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