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An investigation of unsustainable luxury: How guilt drives negative word-of-mouth

Author

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  • Amatulli, Cesare
  • De Angelis, Matteo
  • Pino, Giovanni
  • Guido, Gianluigi
Abstract
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.

Suggested Citation

  • Amatulli, Cesare & De Angelis, Matteo & Pino, Giovanni & Guido, Gianluigi, 2020. "An investigation of unsustainable luxury: How guilt drives negative word-of-mouth," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 821-836.
  • Handle: RePEc:eee:ijrema:v:37:y:2020:i:4:p:821-836
    DOI: 10.1016/j.ijresmar.2020.03.005
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    References listed on IDEAS

    as
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    Cited by:

    1. Sharma, Amalesh & Soni, Mauli & Borah, Sourav Bikash & Haque, Tanjum, 2022. "From silos to synergies: A systematic review of luxury in marketing research," Journal of Business Research, Elsevier, vol. 139(C), pages 893-907.
    2. Boukis, Achilleas & Christodoulides, George & Semaan, Rania W. & Stathopoulou, Anastasia, 2024. "What drives consumers towards shared luxury services? A comparison of sequential versus simultaneous sharing," Journal of Business Research, Elsevier, vol. 177(C).
    3. Luming Zhao & Jiaxi Peng & Shubin Yu, 2023. "Sustainable Luxury and Consumer Purchase Intention: A Systematic Literature Review," SAGE Open, , vol. 13(4), pages 21582440231, December.
    4. Anders Hauge Wien & Alessandro M. Peluso & Marco Pichierri & Luigi Piper & Gianluigi Guido, 2024. "Effects of the dark triad on word of mouth in the luxury context: the moderating role of opinion divergence," Italian Journal of Marketing, Springer, vol. 2024(3), pages 287-309, September.
    5. Husain, Rehan & Paul, Justin & Koles, Bernadett, 2022. "The role of brand experience, brand resonance and brand trust in luxury consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    6. Marlene Vock, 2022. "Luxurious and responsible? Consumer perceptions of corporate social responsibility efforts by luxury versus mass-market brands," Journal of Brand Management, Palgrave Macmillan, vol. 29(6), pages 569-583, November.
    7. Lembregts, Christophe & Cadario, Romain, 2024. "Consumer-Driven Climate Mitigation: Exploring Barriers and Solutions in Studying Higher Mitigation Potential Behaviors," OSF Preprints ywus6, Center for Open Science.
    8. Pedro, Yael & Friedmann, Enav & Loureiro, Sandra Maria Correia, 2024. "High-end fashion as a social phenomenon: Exploring the perceptions of designers and consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    9. Wang, Ying & Zhao, Jincan & Pan, Jialing, 2024. "The investigation of green purchasing behavior in China: A conceptual model based on the theory of planned behavior and self-determination theory," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).

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