Sustainable behaviors and personality moderating the status goal and purchase intention relationship of luxury brands
Abstract
Luxury brands are related to two major mechanisms of social adaptation: value-expressive and social-adjustive. Researchers have established that these two functions are likely to influence customer purchase intention. Additionally, evidence suggests an interaction between sustainability beliefs and personality traits. Traditional, luxury brand purchasers are considered carefree of sustainability considerations. Therefore, a research gap exists regarding sustainable behaviors and personality issues in relation to luxury brands. Thus, building on a model of the effects of the value-expressive and social-adjustive functions of luxury brands on purchase intention, this study analyzes the effects of two types of moderating variables, namely, sustainable consumption (anthropocentrism, perceived self-efficacy, ecological behavior, conservatism, and egoism) and personality traits (conscientiousness, extraversion, openness, and neuroticism). Results of a structural equation modeling analysis with nested models, using a sample of 299 U.S. luxury car consumers, reveal that for the value-expressive and purchase intention relationship, only perceived self-efficacy shows a negative moderating effect. Meanwhile, for the relationship between social-adjustive and purchase intention, anthropocentrism, egoism, extraversion, and neuroticism demonstrate moderating effects. Thus, the variables here proposed primarily moderate the social-adjustive and purchase intention relationship. Therefore, luxury product firms pursuing a long-term sustainability agenda may benefit from strategies based on social-adjustive needs.
Keyword : luxury brands, brand social functions, social-adjustive, value-expressive, sustainable luxury, sustainable behavior, personality traits
How to Cite
Vera-Martínez, J., Fuentes, H., & Kolbe, D. (2024). Sustainable behaviors and personality moderating the status goal and purchase intention relationship of luxury brands. Journal of Business Economics and Management, 25(2), 377–395. https://doi.org/10.3846/jbem.2024.21062
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Griskevicius, V., Cantú, S. M., & van Vugt, M. (2012). The evolutionary bases for sustainable behavior: Implications for marketing, Policy, and social entrepreneurship. Journal of Public Policy & Marketing, 31(1), 1547–7207. https://doi.org/10.1509/jppm.11.040
Guido, G., Amatulli, C., Peluso, A. M., De Matteis, C., Piper, L., & Pino, G. (2020). Measuring internalized versus externalized luxury consumption motivations and consumers’ segmentation. Italian Journal of Marketing, 2020(1), 25–47. https://doi.org/10.1007/s43039-020-00002-9
Han, H. (2021). Consumer behavior and environmental sustainability in tourism and hospitality: A review of theories, concepts, and latest research. Journal of Sustainable Tourism, 29(7), 1021–1042. https://doi.org/10.1080/09669582.2021.1903019
Hirsh, J. B. (2010). Personality and environmental concern. Journal of Environmental Psychology, 30(2), 245–248. https://doi.org/10.1016/j.jenvp.2010.01.004
Hooper, D., Coughlan, J., & Mullen, M. R. (2008). Structural equation modelling: Guidelines for determining model fit. Electronic Journal of Business Research Methods, 6, 53–60. www.ejbrm.com
Hung, K., Chen, U., Peng, A., Hackley, N., Tiwsakul, A., & Chou, C. (2011). Antecedents of luxury brand purchase intention. Journal of Product & Brand Management, 20(6), 457–467. https://doi.org/10.1108/10610421111166603
Islam, T., Wang, Y., Ali, A., & Akhtar, N. (2022). Path to sustainable luxury brand consumption: Face consciousness, materialism, pride and risk of embarrassment. Journal of Consumer Marketing, 39(1), 11–28. https://doi.org/10.1108/JCM-09-2020-4099
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Katz, D. (1960). The functional approach to the study of attitudes. Public Opinion Quarterly, 24(2), 163–204. https://doi.org/10.1086/266945
Kim, J., Park, J., & Septianto, F. (2022). The impact of socioeconomic status on preferences for sustainable luxury brands. Psychology and Marketing, 39(8), 1563–1578. https://doi.org/10.1002/mar.21671
Kopnina, H., Washington, H., Taylor, B., & J Piccolo, J. (2018). Anthropocentrism: More than just a misunderstood problem. Journal of Agricultural and Environmental Ethics, 31(1), 109–127. https://doi.org/10.1007/s10806-018-9711-1
Kunz, J., May, S., & Schmidt, H. J. (2020). Sustainable luxury: Current status and perspectives for future research. Business Research, 13(2), 541–601. https://doi.org/10.1007/s40685-020-00111-3
Kvasova, O. (2015). The Big Five personality traits as antecedents of eco-friendly tourist behavior. Personality and Individual Differences, 83, 111–116. https://doi.org/10.1016/j.paid.2015.04.011
Leban, M., Thomsen, T. U., von Wallpach, S., & Voyer, B. G. (2020). Constructing personas: How high-net-worth social media influencers reconcile ethicality and living a luxury lifestyle. Journal of Business Ethics, 169, 225–239. https://doi.org/10.1007/s10551-020-04485-6
Ledgerwood, A., Eastwick, P. W., & Smith, L. K. (2018). Toward an integrative framework for studying human evaluation: Attitudes toward objects and attributes. Personality and Social Psychology Review, 22(4), 378–398. https://doi.org/10.1177/1088868318790718
Leech, N. L., Barrett, K. C., & Morgan, G. A. (2011). SPSS for intermediate statistics: Use and interpretation. (4th ed.). Lawrence Erlbaum Association Inc. https://doi.org/10.4324/9780203821848
Markowitz, E. M., Goldberg, L. R., Ashton, M. C., & Lee, K. (2012). Profiling the “pro-environmental individual”: A personality perspective. Journal of Personality, 80(1), 81–111. https://doi.org/10.1111/j.1467-6494.2011.00721.x
Mazac, R., & Tuomisto, H. L. (2020). The post-anthropocene diet: Navigating future diets for sustainable food systems. Sustainability, 12(6), Article 2355. https://doi.org/10.3390/su12062355
Milfont, T. L., & Sibley, C. G. (2012). The big five personality traits and environmental engagement: Associations at the individual and societal level. Journal of Environmental Psychology, 32(2), 187–195. https://doi.org/10.1016/j.jenvp.2011.12.006
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