An empirical investigation into the effect of self-monitoring on sustainable luxury consumption
(A2025-125846)

AUTHORS

Altani Panagiotopoulou, Athens University of Economics and Business; Christina Papadopoulou, University of Leeds; Paraskevas Argouslidis, Athens University of Economics & Business, School of Business, Department of Marketing & Communication

ABSTRACT

Extant research highlights the critical role of sustainability in shaping favorable attitudes toward the projected brands. However, to date, the majority of published studies have mainly focused on fast-moving consumer goods leaving other product categories intact. Faced with this challenge, the present paper makes a novel attempt to develop a comprehensive model for capturing and fostering sustainable luxury consumption. Viewing sustainable luxury through a psychological lens, we empirically test and find that a) self-monitoring exerts a positive impact on sustainable luxury product preferences and that b) this effect is driven by mindful consumption. Taken together, the findings shed light into how self-monitoring may vicariously shape sustainable luxury preferences contributing to the growing sustainable luxury research and providing guidance for luxury markets.