Sustainability represents an important challenge for all compa- nies, in all sectors and all round the world (White et al., 2019). Im- portantly, sustainability has become a central issue also in the luxury industry (Athwal et al., 2019). In the academic literature some studies have already demonstrated that, under specific conditions, leveraging on sustainability may lead luxury brands to successful marketing re- sults. In addition, some scholars have advanced the idea that luxury is, in the end, inherently sustainable, proposing that a luxury brand typically generates positive effects in terms of both environmental and social sustainability. In this research, we present empirical evidence in support of this conceptual framework by considering the luxury cus- tomers’ point of view. Specifically, through a survey conducted in It- aly, in the field and with real luxury consumers, we demonstrate that when a luxury brand is perceived as generating benefits for custom- ers, for the community or for the employees, consumers’ willingness to buy the products marketed by that same brand increases. More im- portantly, this positive effect is not constant for all luxury consumers but differs on the basis of the kind of luxury consumption approach that mainly characterizes them. In particular, it is magnified when consumers are characterized by a relatively «internalised» rather than «externalised» approach to luxury.

Luxury and Sustainability: How Consumer-related Characteristics May Influence the Effectiveness of Different Sustainability Dimensions / Amatulli, Cesare; De Angelis, Matteo; Spataro, Veronica. - In: MICRO & MACRO MARKETING. - ISSN 1121-4228. - XXX:1(2021), pp. 85-108. [10.1431/100338]

Luxury and Sustainability: How Consumer-related Characteristics May Influence the Effectiveness of Different Sustainability Dimensions

De Angelis, Matteo;
2021

Abstract

Sustainability represents an important challenge for all compa- nies, in all sectors and all round the world (White et al., 2019). Im- portantly, sustainability has become a central issue also in the luxury industry (Athwal et al., 2019). In the academic literature some studies have already demonstrated that, under specific conditions, leveraging on sustainability may lead luxury brands to successful marketing re- sults. In addition, some scholars have advanced the idea that luxury is, in the end, inherently sustainable, proposing that a luxury brand typically generates positive effects in terms of both environmental and social sustainability. In this research, we present empirical evidence in support of this conceptual framework by considering the luxury cus- tomers’ point of view. Specifically, through a survey conducted in It- aly, in the field and with real luxury consumers, we demonstrate that when a luxury brand is perceived as generating benefits for custom- ers, for the community or for the employees, consumers’ willingness to buy the products marketed by that same brand increases. More im- portantly, this positive effect is not constant for all luxury consumers but differs on the basis of the kind of luxury consumption approach that mainly characterizes them. In particular, it is magnified when consumers are characterized by a relatively «internalised» rather than «externalised» approach to luxury.
2021
Environmental sustainability, social sustainability, luxury consumption, externalised luxury, internalised luxury.
Luxury and Sustainability: How Consumer-related Characteristics May Influence the Effectiveness of Different Sustainability Dimensions / Amatulli, Cesare; De Angelis, Matteo; Spataro, Veronica. - In: MICRO & MACRO MARKETING. - ISSN 1121-4228. - XXX:1(2021), pp. 85-108. [10.1431/100338]
File in questo prodotto:
File Dimensione Formato  
Micro Macro Marketing.pdf

Solo gestori archivio

Tipologia: Versione dell'editore
Licenza: DRM (Digital rights management) non definiti
Dimensione 400.69 kB
Formato Adobe PDF
400.69 kB Adobe PDF   Visualizza/Apri
Pubblicazioni consigliate

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11385/207097
Citazioni
  • Scopus 0
  • ???jsp.display-item.citation.isi??? ND
social impact