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EMAC 2024 Annual


The effect of self-congruity and perceived sustainable actions in luxury branding.
(A2024-119659)

Published: May 28, 2024

AUTHORS

Karolina Ivanauskaite, IUM; Anastasia Stathopoulou, International University of Monaco; Pierre VALETTE-FLORENCE, Grenoble Univ, CERAG, IAE, Saint-Martin-d'Hères, France

ABSTRACT

Luxury fashion, comprising one-third of the market, sees increased post-COVID demand for sustainability. Existing research lacks exploration of UN sustainable goals and consumer alignment with brand sustainability. This study investigates customer perceptions, self-identification, and factors influencing willingness to pay more for sustainable luxury. The survey, conducted with US citizens, tests 6 hypotheses on self-congruity and spending on sustainable luxury. Social norms shape customer views on sustainability. Both environmental and social actions impact attitudes and trust. Customers prioritize paying extra for products linked to social issues like equality and working conditions. Despite valuing sustainability, resistance to paying more for eco-friendly products exists, especially to fit into social circles. The study recommends luxury brands emphasize social initiatives in their strategies.