Consumers’ emotional reactions to responsible luxury: Implications for consumer well-being and luxury businesses’ social impact

Francine Espinoza Petersen, Dikla Perez

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

1 Scopus citations

Abstract

This research explores consumers’ emotions towards luxury brands that carry socially responsible attributes, which we refer to as responsible luxury. It differentiates emotional responses between frequent luxury consumers (those who frequently purchase luxury items) and occasional consumers (who rarely purchase luxury products). The key results suggest that frequent customers were happier than occasional customers after seeing an advertisement for a responsible luxury brand. On the other hand, occasional customers tended to react negatively to a responsible luxury advertisement and were happier after seeing a traditional luxury advertisement (i.e., without any mention of social responsibility). These results have implications for luxury marketing theory and practice, mainly how luxury brands communicate with different customer segments classified by their purchase behavior patterns. By communicating their socially responsible actions primarily to frequent customers, luxury brands can potentially enhance their customers’ emotional well-being and the social impact of their actions.

Original languageEnglish
Title of host publicationThe Rise of Positive Luxury
Subtitle of host publicationTransformative Research Agenda for Well-being, Social Impact, and Sustainable Growth
PublisherTaylor and Francis
Pages102-116
Number of pages15
ISBN (Electronic)9781000624106
ISBN (Print)9780367757274
DOIs
StatePublished - 1 Jan 2022

Bibliographical note

Publisher Copyright:
© 2023 selection and editorial matter, Wided Batat; individual chapters, the contributors.

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