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Sustainable Luxury Fashion Consumption and the Moderating Role of Guilt

  • Ki, Chungwha (Dept. of Retail, Hospitality, and Tourism Management, The University of Tennessee) ;
  • Kim, Youn-Kyung (Dept. of Retail, Hospitality, and Tourism Management, The University of Tennessee)
  • Received : 2015.10.21
  • Accepted : 2016.05.16
  • Published : 2016.06.30

Abstract

This study explores whether consumers' sustainable luxury purchase (SLP), which refers to luxury consumers' conscientious purchase behavior of "buying luxury for its timeless style and durable quality that leads to extended product usage and less waste," leads to luxury consumer pleasure (LCP). Furthermore, the current study examines whether LCP leads to positive post-purchase behavior reflected by sustainable divestment intention (SDI) and repurchase intention (RI). In addition, by building on Coping Theory, we explore whether luxury consumer guilt (LCG) positively moderates the relationship between LCP and SDI. Our empirical findings of the SEM analysis based on 452 valid responses demonstrate the significant relationships between SLP and LCP, between LCP and SDI, and between LCP and RI. This implies the importance of SLP in creating a favorable consumer response, which further leads to consumers' intentions to make a sustainable divestment and to repurchase luxury. Furthermore, the critical moderating role LCG plays in the relationship between LCP and SDI was supported, stressing the importance of guilt as a trigger of consumers' sustainable divestment behavior.

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