Journal article
Consumers' perceptions of luxury brands’ CSR initiatives: An investigation of the role of status and conspicuous consumption
Journal of cleaner production, v 194, pp 277-287
01 Sep 2018
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
This research challenges the notion that luxury and CSR are incompatible by investigating whether and under what conditions consumers react positively to different kinds of CSR initiatives among luxury companies. Extending Carroll's four-dimension model of CSR, we argue that some CSR initiatives, namely those in the economic and ethical dimensions, are less noticeable and visible to consumers than those in the legal and philanthropic dimensions. We categorized the former as “internal” dimensions and the latter as “external” dimensions as part of a novel classification of Carroll's four CSR dimensions. To test our hypotheses, we conducted three experiments – one in a laboratory, one online and one in the field – with a total of 461 respondents. Our results demonstrate that luxury companies' external (compared to internal) CSR initiatives increase consumers' willingness to buy; this effect is accentuated for consumers with higher status and conspicuous consumption orientation.
•The relationship between luxury and CSR can be improved.•Some CSR initiatives are less noticeable and visible to consumers than others.•Luxury companies' “external” CSR initiatives are more effective than “internal” ones.•This effect is accentuated by high status and conspicuous consumption.
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Details
- Title
- Consumers' perceptions of luxury brands’ CSR initiatives: An investigation of the role of status and conspicuous consumption
- Creators
- Cesare Amatulli - University of Bari Aldo MoroMatteo De Angelis - Luiss UniversityDaniel Korschun - Drexel UniversitySimona Romani - Luiss University
- Publication Details
- Journal of cleaner production, v 194, pp 277-287
- Publisher
- Elsevier
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Marketing
- Web of Science ID
- WOS:000438003200026
- Scopus ID
- 2-s2.0-85048201024
- Other Identifier
- 991019168824404721
UN Sustainable Development Goals (SDGs)
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- Collaboration types
- Domestic collaboration
- International collaboration
- Web of Science research areas
- Engineering, Environmental
- Environmental Sciences
- Green & Sustainable Science & Technology