Love Luxury, Love the Earth: An Empirical Investigation on How Sustainable Luxury Consumption Contributes to Social-Environmental Well-Being

Author:

Pai Chu-Yen1ORCID,Laverie Debra1,Hass Ashley2ORCID

Affiliation:

1. Department of Marketing, Texas Tech University, Lubbock, TX, USA

2. Department of Marketing, University of Portland, Portland, OR, USA

Abstract

Global luxury markets are thriving, and many consumers love purchasing luxury goods. Meanwhile, the public concern for sustainability is at an all-time high. More firms are providing sustainable market offerings; therefore, studying social-environmental well-being is imperative for macromarketing. Our research answers the call for attention to the influence of marketing on consumer well-being via sustainable consumption. This study investigates how sustainability and craftsmanship influence social-environmental well-being through brand authenticity, self-appraisal, reflected appraisal, and self-esteem in sustainable luxury consumption. We surveyed 400 consumers, and the results offer empirical support for our proposed theoretical model. The findings validate the view that sustainability and luxury are compatible. We offer evidence of the value of sustainability and craftsmanship for authentic luxury brands that produce market offerings which elevate social-environmental well-being. Our research indicates we can love both luxury and the earth, supporting transformative luxury momentum to enhance social-environmental well-being.

Funder

Rawls COB PhD Student Research Grant Award, Texas Tech University

Publisher

SAGE Publications

Subject

Marketing

Reference108 articles.

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4. Brand authentication: creating and maintaining brand auras

5. Sustainable Luxury Brands

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