Luxury and sustainability: The role of message appeals and objectivity on luxury brands’ green corporate social responsibility

Eun Yeon Kang, Yoon Hi Sung

Research output: Contribution to journalArticlepeer-review

16 Citations (Scopus)

Abstract

Luxury companies are facing a dilemma over green CSR communication. Consumers expect them to engage in pro-environmental practices, but at the same time they view luxury and sustainability as incompatible. Then, how can the brands communicate their efforts with consumers? This study investigates the effects of message objectivity (high vs. low) and appeals (environmental benefit vs. personal benefit) on the consumer’s evaluation of a luxury brand. Findings showed that an environmental benefit-focused message led consumers to perceive the brand’s CSR motive as public-serving, which eventually generated a positive company evaluation. Also, the message objectivity significantly moderated the relationship between the message appeal and company evaluation. This study contributes to broaden the understanding of consumer responses to the luxury brand’s green CSR practice and provide empirical communication strategies for luxury brands’ practitioners.

Original languageEnglish
Pages (from-to)291-312
Number of pages22
JournalJournal of Marketing Communications
Volume28
Issue number3
DOIs
Publication statusPublished - 2022

Bibliographical note

Publisher Copyright:
© 2021 Informa UK Limited, trading as Taylor & Francis Group.

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing

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