Unraveling the Threads: How Feedback on Sustainability and Exclusivity Drives Pride and Fosters Word-of-Mouth in Luxury Fashion

Journal of Sustainable Marketing, Год журнала: 2025, Номер unknown, С. 1 - 22

Опубликована: Апрель 5, 2025

This study examines the interplay between luxury fashion and consumer emotions focusing on how tailored feedback, centered exclusivity or sustainability, shapes feelings of pride subsequent behavior. Using an experimental design with 394 participants, research distinguishes hubristic pride, associated superiority exclusivity, authentic tied to accomplishment socially responsible choices. Findings reveal that feedback emphasizing significantly heightens which in turn drives positive word-of-mouth intentions, particularly for new purchases. While sustainability does not enhance strongly regardless whether purchase is second-hand fashion. Overall, provides valuable insights tailoring communication strategies highlights challenges effectively communicating

Язык: Английский