Impact of materialism on purchase intention of sustainable luxury goods: an empirical study in India

Kaur, Jaspreet, Parida, Ratri, Ghosh, Sanjukta and Lavuri, Rambabu (2021) Impact of materialism on purchase intention of sustainable luxury goods: an empirical study in India. Society and Business Review, 17 (1). pp. 22-44. ISSN 1746-5680

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Abstract / Description

This study aims to examine the impact of the three dimensions of materialism, namely, possessiveness, envy and non-generosity along with attitude on the purchase intention of sustainable luxury products.

The research study contains a descriptive approach to research with a quantitative analysis done with exploratory and confirmatory factor analysis with 229 respondents. Findings – The findings of the results contribute to research by extending the model of the theory of planned behavior with the material dimensions as an add-on.

Research limitations/implications:
The same could have been extended to all major metro cities of Indian where luxury brands are present in malls.

Practical implications:
This shows that the consumer with a high level of materialism trait would be a very prospective segment for sustainable luxury brands.

The study shows that the three dimensions of materialism do impact the purchase intention of sustainable luxury producers and these findings will be crucial for devising consumer behaviorbased strategies for sustainable luxury brands.

Item Type: Article
Uncontrolled Keywords: purchase intention; attitude; sustainable luxury; materialism; luxury brands; theory of planned behavior
Subjects: 600 Technology > 650 Management & auxiliary services
Department: Guildhall School of Business and Law
Depositing User: Doris Schedlitzki
Date Deposited: 16 Sep 2021 10:32
Last Modified: 05 Jan 2024 15:05

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