An empirical examination of the relationship between sustainable consumption and luxury purchases: a consumer behavior perspective - the impact of the sustainability claim intensity on consumer choices

Abstract

This study examines the relationship between luxury and sustainability, focusing on how sustainable luxury marketing influences consumer behavior. Using an experimental survey design, four hypotheses were tested to evaluate the impact of sustainability marketing, product guarantees, sustainable framing, and messaging strategies on consumer choices. Findings indicate that sustainability marketing in the luxury sector has the potential to promote sustainable consumption. The study examines how integrating authenticity and durability into brand strategies is essential to aligning luxury with sustainability and fostering long-term consumer trust. While sustainability is a key factor for consumers, its direct influence on willingness to pay remains limited.