Could sustainability improve the promotion of luxury products?

Abstract

PurposeThis paper aims to examine the extent to which sustainability information unfavorably impacts consumers’ behavior in the case of luxury. In particular, it explores the effect of social and environmental attributes on the perceived quality.Design/methodology/approachA between-subject experimental design involving 973 French and Saudi consumers has been conducted.FindingsThe results indicate that sustainability information negatively impacts the perceived quality of luxury products. However, this result varies regarding the consumers’ country of origin. While no significant effect was observed in the case of French respondents, Saudi consumers lower the evaluation of quality when social information is provided. In addition, the negative effect of sustainability information is moderated by the consumers’ degree of liking of luxury and by the brand corporate social responsibility image.Research limitations/implicationsThis research fills a gap occurred in the previous literature. In effect, limited studies examined perceptions of the association between luxury and sustainability. In addition, it enriches the limited literature on sustainable consumption in the context of developing countries. However, further studies should focus on specific dimensions of quality and examine different sustainable practices and luxury goods.Practical implicationsFrom a practical point of view, this study suggests new applications with respect to the link between luxury and sustainability.Originality/valueNo study to date, as per the authors’ knowledge, has investigated empirically the impact of sustainability information on the perceived quality of luxury products. Contrary to the literature indicating a positive effect of sustainable attributes on consumers’ behavior, this study confirms the incompatibility between luxury and sustainability.