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Environmental concern and purchase intention of pre-loved luxury products: a moderated mediation model

Gunjan Malhotra (Department of Decision Sciences and Operations Management, Institute of Management Technology Ghaziabad, Ghaziabad, India)
Shipra Shaiwalini (Institute of Management Technology Ghaziabad, Ghaziabad, India)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 3 October 2023

Issue publication date: 23 August 2024

1287

Abstract

Purpose

This research paper aims to examine consumers' perceptions and behaviours towards “pre-loved luxury fashion products” and focusses on analysing the moderating influence of consumers' attitude strength. Additionally, it investigates the impact of desirability in sustainable luxury experiences (LEs) on consumers' purchase intentions (PIs). The study draws inspiration from the Norm Activation Model theory and operationalises attitude strength using the Elaboration Likelihood Model theory.

Design/methodology/approach

Purposive sampling technique was employed to collect 317 useable samples from respondents who had previously purchased or intended to purchase pre-loved luxury fashion goods. SPSS and AMOS version 25 was used for data analysis.

Findings

The findings reveal that consumers' environmental concern influences their intention to purchase pre-loved luxury fashion products. Furthermore, sustainable LE acts as a significant mediator in this relationship. The study also demonstrates that the intention to purchase pre-loved luxury fashion products is strengthened when consumers possess a strong attitude towards them.

Practical implications

Luxury marketers can strategise accordingly to motivate consumers to purchase pre-loved luxury fashion products by resonating with their cultural correlates through persuasive advertising to favourably affirm their attitude towards pre-loved luxury fashion products.

Originality/value

This study contributes to the literature by addressing the unresolved area of PIs for pre-loved luxury fashion products, considering the moderating role of attitude strength in emerging markets. It highlights the significance of advocating and promoting pre-loved luxury fashion products and provides valuable insights for luxury marketers.

Keywords

Acknowledgements

The authors sincerely appreciate editors and reviewers for their quality review feedback and helping us to improve the manuscript further.

Citation

Malhotra, G. and Shaiwalini, S. (2024), "Environmental concern and purchase intention of pre-loved luxury products: a moderated mediation model", Asia Pacific Journal of Marketing and Logistics, Vol. 36 No. 9, pp. 2136-2154. https://doi.org/10.1108/APJML-12-2022-1029

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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