Impact of materialism on purchase intention of sustainable luxury goods: An empirical study in India
ISSN: 1746-5680
Article publication date: 3 August 2021
Issue publication date: 27 January 2022
Abstract
Purpose
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.
Design/methodology/approach
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.
Originality/value
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 behavior-based strategies for sustainable luxury brands.
Keywords
Acknowledgements
The authors would like to thank Editor in Chief Dr Debbie Haski-Leventhal and anonymous reviewers for their suggestions that has extremely helped in improving the manuscript.
Citation
Kaur, J., Parida, R., Ghosh, S. and Lavuri, R. (2022), "Impact of materialism on purchase intention of sustainable luxury goods: An empirical study in India", Society and Business Review, Vol. 17 No. 1, pp. 22-44. https://doi.org/10.1108/SBR-10-2020-0130
Publisher
:Emerald Publishing Limited
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