Green initiatives, sustainable luxury brand purchasing and brand experience in an emerging market: a moderated mediation analysis
Abstract
Purpose
This research investigates the effect of green initiatives on sustainable luxury brand purchasing intentions, employing sustainable involvement and attitude as mediators and brand experience as a moderator; the stimulus-organism-behavior-consequence model is utilized to understand this phenomenon comprehensively.
Design/methodology/approach
We collected 503 survey responses from individuals who had bought sustainable luxury products via purposive sampling. Subsequently, we employed structural equation modeling and the PROCESS macro to analyze the data collected.
Findings
The results revealed that (1) green initiatives had a positive influence on sustainable involvement, attitude and sustainable purchasing intention; additionally, (2) sustainable involvement and attitude had a positive mediation relationship between the green initiatives and attitude, sustainable purchasing intention; likewise, attitude had a positive mediation relationship among them; (3) sustainable purchasing intention substantially affects customer word of mouth and satisfaction and (4) brand experience significantly moderates the association between sustainable purchasing intention, word-of-mouth and satisfaction.
Originality/value
The current study investigates consumer sustainable behavior, with the rising importance of sustainable luxury products and increasing consumer awareness of sustainability. Notably, this study introduces a fresh application of the stimulus-organism-behavior-consequences (SOBC) framework, marking a groundbreaking approach in sustainable luxury brand research.
Keywords
Acknowledgements
The authors are extremely thankful to the Editor-in-Chief and anonymous reviewers for their suggestions and feedback during the review process. The authors would further like to extend their gratitude to Prof. Subir Verma for unconditional administrative support and academic encouragement for this research endeavor.
Citation
Kokatnur, S., Latan, H., Lavuri, R. and Chiappetta Jabbour, C.J. (2024), "Green initiatives, sustainable luxury brand purchasing and brand experience in an emerging market: a moderated mediation analysis", Marketing Intelligence & Planning, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/MIP-08-2023-0439
Publisher
:Emerald Publishing Limited
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