Sustainability and Social Responsibility

Why Do Consumers Buy Sustainable Luxury Products? From the Perspective of Consumption Value and Environmental Concerns

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Abstract

Sustainable initiatives are on the rise in the luxury sector as environmental challenges emerge as a major societal issue to be addressed. In this regard, this study aims to identify the consumption value of sustainable luxury with varying degrees of environmental concerns and to predict attitudes toward sustainable luxury. By applying the luxury value model in a sustainable context, diverse aspects of sustainability products were integrated into the luxury value model in terms of financial, functional, individual, and social values. The results showed that economic, quality, usability, self-expressive and self-satisfaction values affected positive attitudes toward sustainable luxury, whereas self-improvement and conspicuous values had no significant effect on attitudes. Attitudes positively affected purchase intentions. The diverse values of sustainable luxury influenced consumption decisions regardless of one’s level of environmental concern. The findings provide significant implications from a theoretical and managerial perspective to effectively promote the diverse consumption values of sustainable luxury.

Keywords: sustainable luxury, consumption value, environmental concerns

How to Cite:

An, Y. & Kim, N. L., (2022) “Why Do Consumers Buy Sustainable Luxury Products? From the Perspective of Consumption Value and Environmental Concerns”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.15935