Green Advertising for the Sustainable Luxury Market

2021 ◽  
pp. 183933492199948
Author(s):  
Dong Jae (Jay) Lim ◽  
Nara Youn ◽  
Hyo Jin Eom
Keyword(s):  
Empirical Evidence ◽  
Behavioral Intentions ◽  
Environmental Issues ◽  
Consumer Attitudes ◽  
Luxury Brands ◽  
Environmentally Conscious ◽  
Green Advertising ◽  
Psychological Mechanism ◽  
Luxury Products ◽  
Luxury Market

Consumers are increasingly interested in environmental issues, which have raised their expectations of firms’ environmentally conscious efforts. The purpose of this study is to investigate how green messages in advertisements conveying a firm’s commitment to the environment can effectively influence consumer attitudes and behavioral intentions. Furthermore, this study examines the psychological mechanism underlying such an effect. The results of two studies show that firms’ eco-friendly efforts as revealed in advertisements for luxury products generated favorable attitudes in consumers and increased their behavioral intentions more than firms’ eco-friendly efforts as revealed in advertisements for mass products. This process was driven by trust in the ad message, especially for consumers of luxury brands and who are not confused by green message. This research provides empirical evidence that green ads presenting a firm’s commitment to the environment can effectively influence consumers when brands are used to promote eco-friendly products in luxury markets.

scholarly journals PENGARUH RASA BERSALAH DAN PERASAAN YANG MENYEBABKAN RASA BERSALAH PADA PERILAKU PEMBELIAN KONSUMEN TERHADAP MEREK HIJAU

2016 ◽  
Vol 16 (2) ◽  
pp. 247
Author(s):  
Dyah Anindita Dewangga Puri
Keyword(s):  
Environmental Issues ◽  
Consumer Attitudes ◽  
Positive Influence ◽  
Future Generations ◽  
Analysis Tool ◽  
Purchasing Behavior ◽  
Buying Behavior ◽  
Green Advertising ◽  
Negative Effect ◽  
Guilty Feeling

ABSTRACTIn the early 1990s, environmental issues are appointed as joint problems that need to be taken seriously by many parties (Grillo et al., 2008). Governments, organizations, entertainers and consumers share responsibility in maintaining and protecting the environment for future generations. In the field of marketing, environmental issues is not only the responsibility of the marketer, but also all consumers. For marketers, environmental issues can be a competitive advantage criteria that influence consumer buying behavior. The purpose of this study was to determine the influence of consumer attitudes to green advertising and ecofriendly brand, as well as consumers’ purchasing intentions toward eco-friendly brands and buying behavior of consumers towards eco-friendly brand using guilty feeling allure of high and low. The method used in this study is an experimental method and analysis tool used is regression. The results of this study indicate that the level of traction guilty feeling on eco-friendly advertising had negative effect on consumer attitudes toward the green advertising and eco-friendly brand, consumer attitudes toward green advertising had positive influence on consumer attitudes towards eco-friendly brand and the intentions of its purchasing eco-friendly brand, but the intention to buy consumers towards eco-friendly brand hadn’t positive influence on their purchasing behavior on a eco-friendly brand.

Research on the Marketing of Fashion Luxuries in China

2011 ◽  
Vol 175-176 ◽  
pp. 843-848 ◽  
Author(s):  
Xiao Yu Liu ◽  
Yan Chen ◽  
Li Li Zhang
Keyword(s):  
Qualitative Approach ◽  
Marketing Strategies ◽  
Market Development ◽  
Luxury Brands ◽  
Interview Methods ◽  
Luxury Products ◽  
Luxury Market

Nowadays the market of fashion luxury is expended in China. Foreign luxury brands have been landing in China in succession and the fashion luxury as an important part of luxury products has also showed a prosperity market. By using of brand theory, the definitions of luxuries and fashion luxuries are given to analyze the characters of fashion luxuries under the premise of a profound understanding of meaning and role of the brand. The approaches of qualitative are used in combination in this article. The qualitative approach is applied to analyze the market of luxuries in China, the consumers’ behaviors and the consumers’ psychology. The interview methods are adopted to collect information. The elements of fashion luxuries and the indicators for physical and psychological are analyzed and proposed. On the basis of above researches, the marketing strategies for the development of domestic fashion luxury are raised up. Main points are given in this paper can be applied as a foundation of the fashion luxury market development. It makes helpful suggestions for native luxury brands’ designing and for marketing strategy’s planning. It is hopeful to provide practical ideas and methods for administrators of fashion luxury brands’ management and operation.

Perceptions And Attitudes Towards Luxury Brand Products

GIS Business ◽  
2019 ◽  
Vol 14 (5) ◽  
pp. 45-53
Author(s):  
R. SATHYADEVI ◽  
R. ASWINI
Keyword(s):  
Luxury Brands ◽  
Related Factors ◽  
Luxury Goods ◽  
Luxury Brand ◽  
Perceptions And Attitudes ◽  
Actual Growth ◽  
Luxury Products ◽  
The Rich ◽  
Luxury Market ◽  
And Behavior

As consumers satisfy their feelings of pleasure and gratification through the luxury goods, the available luxury products will also continue to enhance its charm for consumers. The rich have no more a monopoly on the luxury goods. One of the most important factors leading to the actual growth of the luxury market is the introduction of luxury goods to the middle and upper-middle class. The present study attempted to analysis the knowledge, affection and behavior related discernment of the consumers on the luxury products.  For obtaining the objectives, the study adopted questionnaire to collect the data from the customers. The study collected data from the customer, who visiting the shopping malls for buying the luxury brand products. T  Test used to present the collected opinion of the consumers.  The study highlighted that most of consumers are depend with affect related factors to luxury brands compared with knowledge and behavior based factors.

Forms of inconspicuous consumption

2017 ◽  
Vol 17 (4) ◽  
pp. 491-516 ◽  
Author(s):  
Zhiyan Wu ◽  
Jifeng Luo ◽  
Jonathan E. Schroeder ◽  
Janet L. Borgerson
Keyword(s):  
Social Status ◽  
Identity Construction ◽  
Conspicuous Consumption ◽  
Luxury Brands ◽  
Chinese Consumers ◽  
Paradoxical Situation ◽  
Economic Austerity ◽  
Luxury Products ◽  
Luxury Market ◽  
And Function

Inconspicuous consumption – whereby brand signals are subtle, or not easily visible, to most consumers and the overt display of social status is sidestepped – is on the rise, even in China, which has typically favoured conspicuous brand signalling. Research on luxury brands tends to focus on conspicuous consumption, and few studies have explored the ways in which Chinese consumers use Chinese luxury brands in inconspicuous ways. This study examines how Chinese luxury consumers are redefining their identity projects, as well as their conceptions of luxury, in relation to inconspicuous consumption. We suggest that inconspicuous consumption encompasses consuming luxury products without overtly displaying wealth and social status. Thus, certain luxury brands enable inconspicuous consumption. Turning to a group of Chinese luxury brands offers insights into how luxury brands may fill this role for newly emerging forms of inconspicuous consumption. We distinguish four forms of inconspicuous consumption, illustrated by consumers (1) with wished-for identities or fantasy lifestyles, (2) who appreciate aesthetics and function, (3) who are wealthy and prefer not to provoke envy and/or anger in times of economic austerity and (4) who desire to differentiate themselves and employ subtle signals that are only observable to people with the requisite knowledge to decode their meaning. These forms of inconspicuous consumption facilitate the construction and display of one’s reflective identities, including privately fantasized identity, privately held identity and partially public reflective identities. Thus, we contribute to identity construction theory by explicating aspects of reflective identity and linking them to forms of inconspicuous consumption. Finally, we expand upon recent research on inconspicuous consumption by demonstrating how inconspicuous consumption is manifested in China – the largest luxury market. The results help redefine constructs in the paradoxical situation of inconspicuous consumption of luxury brands, adding a layer of complexity to the inconspicuous consumption concept.

scholarly journals Which Bag? Predicting Consumer Preferences for a Luxury Product With a Discrete Choice Experiment

2021 ◽  
pp. 183933492199950
Author(s):  
Canie K.Y. Chu Lo ◽  
Suzan Burton ◽  
Regan Lam ◽  
Paul Nesbit
Keyword(s):  
Discrete Choice Experiment ◽  
Discrete Choice ◽  
Choice Experiment ◽  
Consumer Preferences ◽  
Conspicuous Consumption ◽  
Individual Characteristics ◽  
Luxury Brands ◽  
Chinese Consumers ◽  
Enormous Amount ◽  
Luxury Products

Limited research has described a segment of consumers who prefer subtly branded luxury products, rather than conspicuous consumption. However, in comparison with the enormous amount of research mentioning conspicuous consumption, there has been only very limited research into “inconspicuous consumption,” leading to calls for more research in the area. In this article, we describe a discrete choice experiment examining the luxury product preferences of Chinese consumers, the largest market segment for luxury products. We describe and test a theoretical model investigating how product characteristics (logo prominence, price, and brand), peers’ attitudes and behaviors, and other individual characteristics influence consumers’ choice of a luxury bag. For each brand, a prominent logo was preferred, but a very large minority preferred a subtle logo. However, the effect of price, attitudinal and social factors varied across luxury brands. Implications for research and practice are discussed.

Emojis and assertive environmental messages in social media campaigns

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tae Hyun Baek ◽  
Seeun Kim ◽  
Sukki Yoon ◽  
Yung Kyun Choi ◽  
Dongwon Choi ◽  
...  
Keyword(s):  
Social Media ◽  
Behavioral Intentions ◽  
Design Methodology ◽  
Plastic Pollution ◽  
Media Campaigns ◽  
Content Type ◽  
Social Media Engagement ◽  
Psychological Mechanism ◽  
Study Participants ◽  
Smiley Face

PurposeThe authors aim to examine how emojis interact with assertiveness in social media posts to encourage social media engagement and cooperation in environmental campaigns.Design/methodology/approachTwo experiments were used to test three hypotheses.FindingsStudy 1 shows that when assertive Twitter messages include the smiley-face emoji, study participants indicate stronger social media engagement and behavioral intentions to recycle used jeans. In Study 2, participants indicate stronger social media engagement and behavioral intentions to sign a petition for reducing plastic pollution when (non) assertive Facebook messages (do not) include emojis.Originality/valueThe current research advances our understanding about how emojis interact with assertive and nonassertive message tonality in environmental social media campaigns. This research also provides new insights showing that positive emotion is the psychological mechanism underlying matching effects of emoji and message assertiveness.

Strategically Informed, Environmentally Conscious Information Requirements for Accounting Information Systems

2005 ◽  
Vol 19 (2) ◽  
pp. 79-103 ◽  
Author(s):  
Darrell L. Brown ◽  
Jesse F. Dillard ◽  
R. Scott Marshall
Keyword(s):  
Information Systems ◽  
Management Strategies ◽  
Information Matrix ◽  
Accounting Information ◽  
Environmental Issues ◽  
Environmental Risks ◽  
Environmentally Conscious ◽  
Business World ◽  
Accounting Information Systems ◽  
Environmental Requirements

Accounting information systems (AIS) should provide the information firms need to manage organizational activities. Environmental considerations are increasingly important in the business world, so firms are attending more to environmental risks and activities. AIS must respond to these emerging environmental requirements. We develop an information matrix for identifying alternative management strategies for framing and responding to environmental issues. The proposed matrix provides a tool for identifying the information collected, stored, analyzed, and reported in environmentally attuned accounting information systems.

Self-Construals Theory Applications for an Effective Communication of Sustainable Luxury

2020 ◽  
pp. 99-116
Author(s):  
Ludovica Gallo ◽  
Matteo De Angelis ◽  
Cesare Amatulli
Keyword(s):  
Environmental Issues ◽  
Effective Communication ◽  
Past Research ◽  
Luxury Brands ◽  
Brand Evaluation ◽  
Csr Communication ◽  
Self Construal ◽  
Interdependent Self ◽  
Information Fluency ◽  
Self Transcendence

The next generations of luxury buyers will be increasingly involved in social and environmental issues, gradually asking for more CSR accountability. Luxury maisons, despite recognizing sustainability as a business imperative, seldom communicate their initiatives due to the apparent incompatibility of the two worlds. Past research has demonstrated how the concurrent elicitation of conflicting concepts of self-enhancement and self-transcendence typical of sustainable luxury communication negatively impact brand evaluation. This study investigates how self-construal manipulation plays a role in mitigating the cognitive disfluency phenomenon arising from CSR communication by luxury brands. On a sample of Americans and Italians, three different priming conditions are tested: an independent prime, an interdependent (collective) prime, and a neutral prime. The results of the experiment reveal that eliciting the interdependent self-construal by emphasizing collective concepts prior to the CSR message exposure positively affects brand evaluation via an increase in information fluency.

Enhancing Consumer-Brand Relationships Through Luxury Brand Experiences

2021 ◽  
pp. 86-107
Author(s):  
Esra Arıkan
Keyword(s):  
Brand Experience ◽  
Luxury Brands ◽  
Brand Relationships ◽  
Luxury Brand ◽  
Relational Outcomes ◽  
Luxury Market

The extant research highlights that the strength of consumer-brand relationships is very much shaped by consumers' experiences with brands. Given the inherent characteristics of luxury brands, it is no surprise that luxury consumers expect much more intense experiences, and thus the delivery of a superior brand experience is a necessity in the luxury market. Therefore, both marketing scholars and brand managers in the luxury market need to acknowledge the power of brand experiences as a way to strengthen consumer-brand relationships. However, despite the need for a deeper understanding of brand experience in the context of luxury brands, still much remains unknown regarding the factors that can be used to enhance brand experience. Building on this gap in the literature, this chapter investigates the relational outcomes of brand experience and subsequently discusses the various drivers that luxury brands can use to enhance luxury brand experience and thus develop stronger consumer-brand relationships.

Inconspicuous Luxury Consumption

2021 ◽  
pp. 65-85
Author(s):  
Aslı Tolunay Kuşçu
Keyword(s):  
Theoretical Framework ◽  
Value Proposition ◽  
Luxury Brands ◽  
Luxury Consumption ◽  
Luxury Goods ◽  
Economic Changes ◽  
Luxury Brand ◽  
Complex Development ◽  
Managerial Implications ◽  
Luxury Products

With luxury consumption still growing fast despite various challenges such as increasing competition, rise in rental luxuries, and in counterfeits, luxury brands are challenged with an additional and complex development: consumers' interest towards inconspicuous luxury products. Being one of the major characteristics of luxury goods, conspicuousness is losing its value among some luxury shoppers necessitating a new definition for luxury and a new value proposition for luxury brands. This chapter initially provides a review on luxury and on the different motivations that determine luxury consumption. Next, socio-economic changes that trigger the shift from conspicuous to inconspicuous luxury consumption is examined briefly. And finally, a discussion on why inconspicuous consumption is valued by consumers is followed by a theoretical framework on the motivations for inconspicuous luxury brand usage. The chapter then concludes with theoretical and managerial implications.

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