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.
|Titolo:||An Investigation of Unsustainable Luxury: How Guilt Drives Negative Word-of-Mouth|
|Data di pubblicazione:||Being printed|
|Appare nelle tipologie:||01.1 - Articolo su rivista (Article)|
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|IJRM-D-19-00045R4.pdf||Documento in Post-print||DRM non definito||Administrator|