Journal
INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING
Volume 37, Issue 4, Pages 821-836Publisher
ELSEVIER
DOI: 10.1016/j.ijresmar.2020.03.005
Keywords
Luxury goods; Sustainability; Guilt; Negative word-of-mouth; Individualism
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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. (C) 2020 Elsevier B.V. All rights reserved.
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