This research investigates consumers' reactions to luxury versus mass-market fashion products that are produced in an unsustainable manner. In particular, this research empirically assesses whether and why third-party information revealing the unsustainable nature of luxury versus mass-market fashion products may increase consumers' intention to engage in negative word-of-mouth about the manufacturing company. The results of four experiments demonstrate that, when confronted with information revealing that a purchased luxury fashion product has been produced in an environmentally or socially unsustainable manner, consumers experience a higher sense of guilt over that product, compared to a purchased mass-market fashion product, due to their lower expectations about luxury fashion products' unsustainability. Guilt, in turn, drives consumers' intention to generate negative word-of-mouth about the producer and such an effect is more pronounced among consumers with a higher versus lower individualistic orientation.

An Investigation of Unsustainable Luxury: How Guilt Drives Negative Word-of-Mouth / Amatulli, Cesare; De Angelis, Matteo; Pino, Giovanni; Guido, Gianluigi. - In: INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING. - ISSN 0167-8116. - 37:4(2020), pp. 821-836. [10.1016/j.ijresmar.2020.03.005]

An Investigation of Unsustainable Luxury: How Guilt Drives Negative Word-of-Mouth

De Angelis, Matteo;
2020

Abstract

This research investigates consumers' reactions to luxury versus mass-market fashion products that are produced in an unsustainable manner. In particular, this research empirically assesses whether and why third-party information revealing the unsustainable nature of luxury versus mass-market fashion products may increase consumers' intention to engage in negative word-of-mouth about the manufacturing company. The results of four experiments demonstrate that, when confronted with information revealing that a purchased luxury fashion product has been produced in an environmentally or socially unsustainable manner, consumers experience a higher sense of guilt over that product, compared to a purchased mass-market fashion product, due to their lower expectations about luxury fashion products' unsustainability. Guilt, in turn, drives consumers' intention to generate negative word-of-mouth about the producer and such an effect is more pronounced among consumers with a higher versus lower individualistic orientation.
Luxury goods; Sustainability; Guilt; Negative Word-of-Mouth; Individualism.
An Investigation of Unsustainable Luxury: How Guilt Drives Negative Word-of-Mouth / Amatulli, Cesare; De Angelis, Matteo; Pino, Giovanni; Guido, Gianluigi. - In: INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING. - ISSN 0167-8116. - 37:4(2020), pp. 821-836. [10.1016/j.ijresmar.2020.03.005]
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11385/193715
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