Unmasking luxury consumption and its psychology
An experimental approach to understanding the motivations behind ethical and sustainable brand preferences
Bibliographic Data
| ID | 21259533 |
|---|---|
| Authors | Tahir Islam (0000-0001-7251-157X, Silesian University of Technology), Vikas Arya (0000-0002-0594-1526, International University of Rabat), Ali Ahmad Bodla (0000-0002-3999-209X, Radboud University Nijmegen), Rosa Palladino (0000-0002-8722-2540, Italian University Line, corresponding author), Armando Papa (0000-0001-7084-6763, National Research University Higher School of Economics) |
| Year | 2025 |
| Volume | 34 |
| Issue | 4 |
| Pages | 1341-1362 |
| Publication date | 2025-10-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Business Ethics, the Environment & Responsibility (JOURNAL) |
| Journal identifiers | ISSN: 2694-6416 • E-ISSN: 2694-6424 |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1111/beer.12714 |
| OpenAlex | W4400332397 |
| Language | EN |
| Citations received | 1 |
| References cited | 113 |
This research delved into the dynamics between pride, sustainability detectability, and product consciousness through three experimental studies conducted among Chinese millennials focusing on lavish brand. Grounded in the positive emotions theory, this study sought to discern the circumstances in which individuals with materialistic tendencies exhibit willingness to engage with sustainable luxury brands. The results of this meticulous experimental design indicate a positive relationship between materialism and the intention to purchase sustainable luxury brands, with pride identified as a mediating factor, and discussed the involvement of high conspicuousness of the product in the context of detectability of the brand's sustainability. Furthermore, this study offers insights through the positive emotion theory and examining the impact of self‐conscious emotions on buyer preferences regarding sustainable luxury brands. The findings from this theoretical research provide valuable insights for brand managers, scholars, and policymakers aiming to develop sustainable brands that resonate with the sentiments and values of conscientious consumers
Advertising · Business · Economics · Engineering ethics · Microeconomics · Social science · Sociology · Sustainable consumption · Consumer Behavior in Brand Consumption and Identification · Cultural Differences and Values · Engineering · Environmental Sustainability in Business · Psychology · Marketing
The relationship between materialistic values and environmental attitudes and behaviors
Corporate Social Responsibility, Customer Satisfaction, and Market Value
The Drivers of Green Brand Equity
Anticipated Emotions as Guides to Choice
Exploring the antecedents of green and sustainable purchase behaviour
Feelings that Make a Difference
The broaden–and–build theory of positive emotions
SPSS and SAS procedures for estimating indirect effects in simple mediation models
The Emerging Science of Virtue
The role of conspicuity
Conspicuous and inconspicuous consumption of luxury goods in a digital world
The impact of materialism and moral identity on post-neutralization behavior in social media environmental campaigns
Distinct Effects of Pride and Gratitude Appeals on Sustainable Luxury Brands
Dynamic Luxury Advertising
Investigating sustainable consumption behaviors
Destination Image, Self-Congruity, and Travel Behavior
The Benefits of Following Your Pride
Equity ownership concentration’s impact on corporate internal control
Self-Concept in Consumer Behavior
The interplay among environmental attitudes, pro-environmental behavior, social identity, and pro-environmental institutional climate. A longitudinal study
Pride and perseverance
The eco‐island trap
The psychological structure of pride
The relationship between materialism and personal well-being
A Consumer Values Orientation for Materialism and Its Measurement
Material Parenting
The Material Values Scale
The Intermediate Linkage Between Materialism and Luxury Consumption
Linking Advertising, Materialism, and Life Satisfaction
| Unique citing works | 1 |
|---|---|
| Citations per year | 1 |
| Citation span | 2026 - 2026 (1) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 1 |