可持续奢侈品牌:突出身份目标的调节作用

IF 5.2 2区 管理学 Q1 BUSINESS
Jiarui Li, Jiyun Kang
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引用次数: 0

摘要

目的 由于 "奢侈品 "与 "可持续发展 "之间的不协调,奢侈品牌在向消费者传达其可持续发展承诺时举步维艰。本研究旨在为奢侈品牌提供见解,帮助其了解如何以兼容的方式吸引具有不同社会价值取向(SVOs)的消费者购买可持续的奢侈品。本研究调查了个人价值观(象征主义/普遍主义)、社会价值取向(亲我/亲社会取向)和对可持续奢侈品牌的行为意向之间的关系。研究还进一步探讨了当消费者将自己视为个人(突出的个人身份被激活)与群体成员(突出的社会身份被激活)时,这些关系是否会有所不同。研究 1(N = 419)采用在线实验的方式,将参与者随机分配到突出的个人身份或社会身份条件下,以测试所提出的模型。研究 2(N = 438)使用一个虚构的品牌来进一步验证研究结果。研究结果表明,亲社会取向显著提高了消费者对可持续奢侈品牌的行为意向。有趣的是,当消费者的个人身份突出时,亲我取向也能推动支持可持续奢侈品牌的意愿。突出的社会身份可以进一步加强亲社会取向与可持续奢侈品牌行为意向之间的关系。原创性/价值这项研究提出了一个新颖的、包容性的可持续奢侈品牌定义,并通过揭示突出身份的调节作用为 SVO 框架增添了理论上的严谨性,为奢侈品牌研究的知识体系做出了贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Sustainable luxury brands: the moderating effects of salient identity-based goals

Purpose

Luxury brands struggle to communicate their sustainability commitments to consumers due to the perceived incongruence between “luxury” and “sustainability”. This study aims to provide luxury brands with insights on how to engage consumers with different social value orientations (SVOs) to make sustainable luxury purchases in a compatible manner. It investigates the relationships between personal values (symbolism/universalism), SVOs (pro-self/prosocial orientation) and behavioral intentions toward sustainable luxury brands. It further explores whether these relationships may differ when consumers view themselves as individuals (salient personal identity is activated) versus group members (salient social identity is activated).

Design/methodology/approach

Study 1 (N = 419) used an online experiment in which participants were randomly assigned to either salient personal or social identity conditions to test the proposed model. Study 2 (N = 438) used a fictional brand to further validate the findings. Hypotheses were tested using covariance-based structural equation modeling (CB-SEM) and multi-group SEM.

Findings

Results indicate that prosocial orientation significantly increases consumers’ behavioral intentions toward sustainable luxury brands. Interestingly, pro-self-orientation can also drive intentions to support sustainable luxury brands when consumers’ personal identity is salient. Salient social identity can further strengthen the relationship between prosocial orientation and sustainable luxury behavioral intentions.

Originality/value

This study presents a novel, inclusive definition of sustainable luxury brands and adds theoretical rigor to the SVO framework by revealing the moderating role of salient identities, contributing to the body of knowledge in luxury brand research.

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来源期刊
CiteScore
10.90
自引率
19.60%
发文量
59
期刊介绍: Branding has evolved and organizations are facing a lot of new challenges when managing their brand reputations, an activity that has become strategic and interdisciplinary. The Journal of Product and Brand Management (JPBM) advances the theoretical and managerial knowledge of products and brands. Manuscripts may either report results based on rigorously analysed qualitative/quantitative data or be purely conceptual. All manuscripts must offer significant research findings and insights and offer meaningful implications for the real world. This journal is proudly international and inter-disciplinary. We publish manuscripts which compare international markets and encourage submissions approaching branding and product management from any discipline. We focus on all aspects of branding and product management from development to dilution. This includes areas as broad as person, place or political brands.
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