Advertisement

Sustainable Luxury: The Effect of Corporate Social Responsibility Strategy on Luxury Consumption Motivations

  • Carmela DonatoEmail author
  • Matteo De Angelis
  • Cesare Amatulli
Chapter
Part of the Palgrave Advances in Luxury book series (PAAL)

Abstract

Luxury, generally associated with hedonism, excess, and ostentation, has been often considered as incompatible with Corporate Social Responsibility (CSR), which is generally associated with sobriety, moderation, and ethics. Nevertheless, increased interest in sustainability has led more and more luxury companies to integrate CSR into their marketing strategies. The present chapter helps to advance knowledge on the compatibility between luxury and sustainability by (a) describing cases of luxury companies involved in CSR activities and (b) empirically testing whether consumers might react positively to luxury companies’ CSR initiatives. Our results show that consumers’ reactions to luxury brands’ CSR initiatives depend on whether consumers mainly buy luxury goods for internal (i.e., for their individual tastes) or external (i.e., related to their willingness to show status) motivations.

Keywords

Corporate Social Responsibility Luxury brand Luxury consumption Sustainability 

References

  1. Achabou, Mohamed Akli, and Sihem Dekhili. 2013. “Luxury and Sustainable Development: Is There a Match?” Journal of Business Research 66 (10): 1896–1903.CrossRefGoogle Scholar
  2. Amatulli, Cesare, Matteo De Angelis, Michele Costabile, and Gianluigi Guido. 2017. Sustainable Luxury Brands: Evidence from Research and Implications for Managers. Palgrave Advances in Luxury Series. London: Palgrave Macmillans.CrossRefGoogle Scholar
  3. Amatulli, Cesare, and Gianluigi Guido. 2012. “Externalised vs. Internalised Consumption of Luxury Goods: Propositions and Implications for Luxury Retail Marketing.” The International Review of Retail, Distribution and Consumer Research 22 (2): 189–207.CrossRefGoogle Scholar
  4. Amatulli, Cesare, Gianluigi Guido, and Rajan Nataraajan. 2015. “Luxury Purchasing Among Older Consumers: Exploring Inferences About Cognitive Age, Status, and Style Motivations.” Journal of Business Research 68 (9): 1945–1952.CrossRefGoogle Scholar
  5. Atwal, Glyn, and Alistair Williams. 2009. “Luxury Brand Marketing—The Experience Is Everything!” Journal of Brand Management 16 (5–6): 338–346.CrossRefGoogle Scholar
  6. Bansal, Pratima, and Kendall Roth. 2000. “Why Companies Go Green: A Model of Ecological Responsiveness.” Academy of Management Journal 43 (4): 717–736.Google Scholar
  7. Bhattacharya, Chitra Bhanu, and Sankar Sen. 2004. “Doing Better at Doing Good: When, Why, and How Consumers Respond to Corporate Social Initiatives.” California Management Review 47 (1): 9–24.CrossRefGoogle Scholar
  8. Carroll, Archie B. 1991. “The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders.” Business Horizons 34 (4): 39–48.CrossRefGoogle Scholar
  9. Carroll, Archie B. 1979. “A Three-Dimensional Conceptual Model of Corporate Performance.” Academy of Management Review 4 (4): 497–505.CrossRefGoogle Scholar
  10. Cook, Thomas D., Donald Thomas Campbell, and William Shadish. 2002. Experimental and Quasi-Experimental Designs for Generalized Causal Inference. Boston: Houghton Mifflin.Google Scholar
  11. Cristini, Hélène, Hannele Kauppinen-Raisanen, Mireille Barthod-Prothade, and Arch Woodside. 2017. “Toward a General Theory of Luxury: Advancing from Workbench Definitions and Theoretical Transformations.” Journal of Business Research 70: 101–107.CrossRefGoogle Scholar
  12. Davies, Iain A., Zoe Lee, and Ine Ahonkhai. 2012. “Do Consumers Care About Ethical-Luxury?” Journal of Business Ethics 106 (1): 37–51.CrossRefGoogle Scholar
  13. De Angelis, Matteo, Feray Adıgüzel, and Cesare Amatulli. 2017. “The Role of Design Similarity in Consumers’ Evaluation of New Green Products: An Investigation of Luxury Fashion Brands.” Journal of Cleaner Production 141: 1515–1527.CrossRefGoogle Scholar
  14. De Barnier, Virginie, Sandrine Falcy, and Pierre Valette-Florence. 2012. “Do Consumers Perceive Three Levels of Luxury? A Comparison of Accessible, Intermediate and Inaccessible Luxury Brands.” Journal of Brand Management 19 (7): 623–636.CrossRefGoogle Scholar
  15. Delmas, Magali A., and Vanessa Cuerel Burbano. 2011. “The Drivers of Greenwashing.” California Management Review 54 (1): 64–87.CrossRefGoogle Scholar
  16. Dodds, William B., Kent B. Monroe, and Dhruv Grewal. 1991. “Effects of Price, Brand and Store Information on Buyers’ Product Evaluations.” Journal of Marketing Research 28 (8): 307–319.Google Scholar
  17. Fionda, Antoinette M., and Christopher M. Moore. 2009. “The Anatomy of the Luxury Fashion Brand.” Journal of Brand Management 16 (5–6): 347–363.CrossRefGoogle Scholar
  18. Fletcher, Kate. 2013. Sustainable Fashion and Textiles: Design Journeys. Abingdon: Routledge.Google Scholar
  19. Gershoff, Andrew D., and Judy K. Frels. 2015. “What Makes It Green? The Role of Centrality of Green Attributes in Evaluations of the Greenness of Products.” Journal of Marketing 79 (1): 97–110.CrossRefGoogle Scholar
  20. Griskevicius, Vladas, Joshua M. Tybur, and Bram Van den Bergh. 2010. “Going Green to Be Seen: Status, Reputation, and Conspicuous Conservation.” Journal of Personality and Social Psychology 98 (3): 392.Google Scholar
  21. Han, Young Jee, Joseph C. Nunes, and Xavier Drèze. 2010. “Signaling Status with Luxury Goods: The Role of Brand Prominence.” Journal of Marketing 74 (4): 15–30.CrossRefGoogle Scholar
  22. Hayes, Andrew F. 2017. Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach. New York: Guilford Publications.Google Scholar
  23. Janssen, Catherine, Joelle Vanhamme, Adam Lindgreen, and Cécile Lefebvre. 2014. “The Catch-22 of Responsible Luxury: Effects of Luxury Product Characteristics on Consumers’ Perception of Fit with Corporate Social Responsibility.” Journal of Business Ethics 119 (1): 45–57.CrossRefGoogle Scholar
  24. Kapferer, Jean-Noël. 2010. “All That Glitters Is Not Green: The Challenge of Sustainable Luxury.” European Business Review 2: 40–45. Google Scholar
  25. Langenwalter, Gary A. 2009. “Planet First.” Industrial Management 51 (4): 10–12.Google Scholar
  26. Lochard, Cécile, and Alexandre Murat. 2011. “La nouvelle alliance, Luxe et Développement durable.” Éditions d’Organisation Groupe Eyrolles, Paris, 217p.Google Scholar
  27. Luchs, Michael G., Rebecca W. Naylor, Julie R. Irwin, and Rajagopal Raghunathan. 2010. “The Sustainability Liability: Potential Negative Effects of Ethicality on Product Preference.” Journal of Marketing 74 (5): 18–31.CrossRefGoogle Scholar
  28. Luo, Xueming, and Shuili Du. 2015. “Exploring the Relationship Between Corporate Social Responsibility and Firm Innovation.” Marketing Letters 26 (4): 703–714.CrossRefGoogle Scholar
  29. Maignan, Isabelle, and Odies Collins Ferrell. 2001. “Corporate Citizenship as a Marketing Instrument-Concepts, Evidence and Research Directions.” European Journal of Marketing 35 (3/4): 457–484.CrossRefGoogle Scholar
  30. Nancy, Y. Wong, and C. Ahuvia Aaron. 1998. “Personal Taste and Family Face: Luxury Consumption in Confucian and Western Societies.” Psychology & Marketing 15 (5): 423–441.Google Scholar
  31. Nueno, Jose Luis, and John A. Quelch. 1998. “The Mass Marketing of Luxury.” Business Horizons 41 (6): 61–68.CrossRefGoogle Scholar
  32. Pino, Giovanni, Cesare Amatulli, Matteo De Angelis, and Alessandro M. Peluso. 2016. “The Influence of Corporate Social Responsibility on Consumers’ Attitudes and Intentions Toward Genetically Modified Foods: Evidence from Italy.” Journal of Cleaner Production 112: 2861–2869.CrossRefGoogle Scholar
  33. Spiller, Stephen A., Gavan J. Fitzsimons, John G. Lynch, JR., and Gary H. McClelland. 2013. “Spotlights, Floodlights, and the Magic Number Zero: Simple Effects Tests in Moderated Regression.” Journal of Marketing Research 50 (2): 277–288.CrossRefGoogle Scholar

Copyright information

© The Author(s) 2020

Authors and Affiliations

  • Carmela Donato
    • 1
    Email author
  • Matteo De Angelis
    • 1
  • Cesare Amatulli
    • 2
  1. 1.Department of Business and ManagementLUISS UniversityRomeItaly
  2. 2.Ionian Department of Law, Economics and EnvironmentUniversity of BariBariItaly

Personalised recommendations