Sustainability As the Guilt-Relief Pill For Luxury Purchases

Sustainability claims are not widely used by luxury brands because sustainability is considered incompatible with luxury. The results of two experimental studies suggest that, for luxury products with a high price, a sustainability claim can reduce the anticipated guilt of purchases, which in turn leads to higher purchase intention.


Shubin Lance Yu, Nabanita Talukdar, and Sangeeta Trott (2020) ,"Sustainability As the Guilt-Relief Pill For Luxury Purchases", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1189-1189.


Shubin Lance Yu, Peking University, China
Nabanita Talukdar, Hult International Business School
Sangeeta Trott, ITM-SIA Business School


NA - Advances in Consumer Research Volume 48 | 2020

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