Solving the luxury fashion and sustainable development “oxymoron”: A cross‐cultural analysis of green luxury consumption enablers and disablers

Rocío Carranza; Lamberto Zollo; Estrella Díaz; Monica Faraoni

doi:10.1002/bse.3255

journal article Open Access Sep 27, 2022

Solving the luxury fashion and sustainable development “oxymoron”: A cross‐cultural analysis of green luxury consumption enablers and disablers

Rocío Carranza Lamberto Zollo

Estrella Díaz Monica Faraoni

Business Strategy and the Environment Vol. 32 No. 4 pp. 2399-2419 · Wiley

View at Publisher Save 10.1002/bse.3255

Abstract

AbstractGreen luxury is a promising stream in the environmental marketing and sustainable development literature. Yet, scholars are still investigating why green consumers show a positive attitude toward ethical consumption but then act inconsistently by preferring conventional products due to price or quality criteria, especially in the luxury sector. Building on Heider's balance theory, this study investigates the underlying mechanisms of green luxury consumption focusing on how consumers' psychological imbalance fosters their attitude–behavior gap. The authors used partial least squares structural equation modeling to assess the green enablers and disablers predicting consumers' purchase intention. Multigroup analysis is performed on a cross‐cultural sample of 792 luxury consumers belonging to collectivistic (China) and individualistic (Italy) cultures. Moderation analysis shows how consumers' self‐enhancement and self‐transcendence impact the relationships between green enablers, disablers, and attitudes toward green luxury. An importance‐performance map analysis is conducted to identify which aspects are most important in explaining consumers' intentions to purchase green luxury products.

Topics

No keywords indexed for this article. Browse by subject →

References

156

[1]

10.1016/j.jbusres.2013.02.011

[2]

10.1002/bse.2284

[3]

10.1016/j.tourman.2020.104228

[4]

10.1002/bse.675

[5]

10.1111/ijcs.12432

[6]

10.1111/ijmr.12195

[7]

10.1016/j.jbusres.2005.01.001

[8]

Beckham D. "Can sustainability be luxurious? A mixed method investigation of implicit and explicit attitudes towards sustainable luxury consumption" Advances in Consumer Research (2014)

[9]

Possessions and the Extended Self

Russell W. Belk

Journal of Consumer Research 10.1086/209154

[10]

Bendell J. (2007)

[11]

10.2307/41166284

[12]

Purchase intention for luxury brands: A cross cultural comparison

Qin Bian, Sandra Forsythe

Journal of Business Research 10.1016/j.jbusres.2011.10.010

[13]

10.1086/344429

[14]

10.1108/jhtt-09-2017-0104

[15]

10.1108/07363760110410263

[16]

10.1007/s10551-010-0694-8

[17]

10.1080/10495142.2012.733637

[18]

10.1007/s10551-020-04425-4

[19]

10.1007/s10551-010-0501-6

[20]

10.1177/1470593115595674

[21]

10.1386/csfb.2.1-2.117_1

[22]

10.9774/gleaf.4700.2013.de.00009

[23]

10.1007/s10551-011-0914-x

[24]

10.1108/14684520810923953

[25]

Enhance green purchase intentions

Yu‐Shan Chen, Ching‐Hsun Chang

Management Decision 10.1108/00251741211216250

[26]

Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk

Yu-Shan Chen, Ching-Hsun Chang

Journal of Business Ethics 10.1007/s10551-012-1360-0

[27]

10.1007/s11135-013-9898-1

[28]

10.1002/cb.224

[29]

10.1007/978-3-540-32827-8_29

[30]

Cohen J. (1988)

[31]

10.1007/s10551-011-1071-y

[32]

Davies I. A. "Not sexy, no edge and irrelevant Exploring the paucity of sustainable fashion" Proceedings of the academy of marketing, Coventry (2013)

[33]

10.1007/s10551-020-04486-5

[34]

Dugan E.(2008).The rich keep spending but on ethical products. The Independent 9 June.

[35]

10.1509/jmkr.2005.42.3.266

[36]

10.1016/j.jclepro.2020.122556

[37]

10.1016/j.jbusres.2014.11.006

[38]

10.1002/mar.20090

[39]

10.1108/03090560010322009

[40]

10.1177/0092070395232004

[41]

10.4135/9781473922044

[42]

Giddens A. (1991)

[43]

Godart F. (2014)

[44]

10.1108/jpbm-02-2013-0254

[45]

10.1016/j.jclepro.2020.125579

[46]

Going green to be seen: Status, reputation, and conspicuous conservation.

Vladas Griskevicius, Joshua M. Tybur, Bram Van den Bergh

Journal of Personality and Social Psychology 10.1037/a0017346

[47]

10.9774/gleaf.4700.2013.de.00008

[48]

10.1016/j.jcps.2009.05.007

[49]

10.1016/j.jbusres.2019.11.069

[50]

Hair J. F. (2017)

Showing 50 of 156 references

Cited By

62

Does Stakeholder Pressure Promote Green Innovations and Performance of Agribusiness Companies?

Vanderlei dos Santos, Ilse Maria Beuren · 2026

Business Strategy and the Environme...

From status to sustainability: How social influence and sustainability consciousness drive green purchase intentions in luxury restaurants

Jamid Ul Islam, George Thomas · 2024

Acta Psychologica

Metrics

62

Citations

156

References

Details

Published: Sep 27, 2022
Vol/Issue: 32(4)
Pages: 2399-2419
License: View

Authors

R

Rocío Carranza

Faculty of Management and Communication Universidad Internacional de la Rioja Logroño Spain

L

Lamberto Zollo

Department of Economics, Management and Quantitative Methods University of Milan Milan Italy

E

Estrella Díaz

Department of Marketing University of Castilla‐La Mancha Ciudad Real Spain

M

Monica Faraoni

School of Economics and Management University of Florence Florence Italy

Cite This Article

Rocío Carranza, Lamberto Zollo, Estrella Díaz, et al. (2022). Solving the luxury fashion and sustainable development “oxymoron”: A cross‐cultural analysis of green luxury consumption enablers and disablers. Business Strategy and the Environment, 32(4), 2399-2419. https://doi.org/10.1002/bse.3255

Solving the luxury fashion and sustainable development “oxymoron”: A cross‐cultural analysis of green luxury consumption enablers and disablers

You May Also Like