Article2018

Are sustainable luxury goods a paradox for millennials?

45 citations0/0 files storedSocial Responsibility Journal

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Consumer Behavior in Brand Consumption and Identification Environmental Sustainability in Business Consumer Perception and Purchasing Behavior

Abstract

Purpose The purpose of this study is to examine how luxury brand descriptions influence millennials’ impression of luxury, impression of sustainability, attitude toward brand and purchase intention using the impression formation theory. Design/methodology/approach A between-subjects experimental design was used to test the research model, wherein two randomly assigned groups received an online experiment with either a luxury-only or a sustainable-luxury brand description. Findings Findings included that the impression of luxury did not change for a sustainable-luxury brand describing the use of recycled materials as compared to a luxury-only brand without the description of recycled materials present. Therefore, millennials perceived the luxury-only and sustainable-luxury brands to provide an impression of luxury, which was the sole impression to significantly predict attitude toward the brand. In addition, the results indicated that attitude positively influenced purchase intention for both brand descriptions. Originality/value This study provides support for luxury brands to transition toward sustainable efforts of using recycled materials in their goods as the impression of luxury is preserved, and provide marketing communication that favors sustainable brand positioning. This is one of the first empirical studies that focused on exploring sustainability strategies for luxury brands targeting a specific market segment (i.e. millennials in the United States of America).

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References

1997Dimensions of Brand Personality 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1992The development of markers for the Big-Five factor structure.1997Dimensions of Brand Personality 1990A Continuum of Impression Formation, from Category-Based to Individuating Processes: Influences of Information and Motivation on Attention and Interpretation 1946Forming impressions of personality.1961FORMING IMPRESSIONS OF PERSONALITY 2004Measuring Attitude toward the Brand and Purchase Intentions

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