Love Luxury, Love the Earth: An Empirical Investigation on How Sustainable Luxury Consumption Contributes to Social-Environmental Well-Being

2022/09/25 by Chu‐Yen Pai, Chu-Yen Pai, Debra A. Laverie +2 · 39 citations
Business, Management and Accounting · Psychology · #Business #Consumer Behavior in Brand Consumption and Identification #Consumption (sociology) #Death Anxiety and Social Exclusion #Empirical research #Environmental Sustainability in Business #Green marketing #Macromarketing #Marketing #Social sustainability #Sociology #Sustainability #Sustainable consumption #Sustainable products #Thriving #Transformative learning

paper · doi:10.1177/02761467221125915

published in Journal of Macromarketing 42(4), 640-654 (SAGE Publishing)

crossref issued 2022/09/25 · crossref published 2022/09/25 · crossref published-online 2022/09/25 · openalex publication_date 2022/09/25 · crossref created 2022/09/26 · crossref published-print 2022/12/01 · openalex created_date 2025/10/10 · crossref deposited 2026/04/29 · crossref indexed 2026/07/31 · openalex updated_date 2026/08/01

Abstract

Global luxury markets are thriving, and many consumers love purchasing luxury goods. Meanwhile, the public concern for sustainability is at an all-time high. More firms are providing sustainable market offerings; therefore, studying social-environmental well-being is imperative for macromarketing. Our research answers the call for attention to the influence of marketing on consumer well-being via sustainable consumption. This study investigates how sustainability and craftsmanship influence social-environmental well-being through brand authenticity, self-appraisal, reflected appraisal, and self-esteem in sustainable luxury consumption. We surveyed 400 consumers, and the results offer empirical support for our proposed theoretical model. The findings validate the view that sustainability and luxury are compatible. We offer evidence of the value of sustainability and craftsmanship for authentic luxury brands that produce market offerings which elevate social-environmental well-being. Our research indicates we can love both luxury and the earth, supporting transformative luxury momentum to enhance social-environmental well-being.

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