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Can luxury brands be ethical? Reducing the sophistication liability of luxury brands

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dc.contributor.authorCosta Pinto, Diego
dc.contributor.authorMaurer Herter, Márcia
dc.contributor.authorGonçalves, Dilney
dc.contributor.authorSayin, Eda
dc.contributor.rorhttps://ror.org/02jjdwm75
dc.date.accessioned2025-01-23T18:27:47Z
dc.date.available2025-01-23T18:27:47Z
dc.date.issued2019-10-01
dc.description.abstractPast research suggests that consumers may negatively evaluate luxury brands that engage in corporate social responsibility (CSR) because they do not perceive a consistency between luxury and ethical consumption (sophistication liability). As luxury is an increasingly relevant industry, it is important to understand how to promote ethical luxury consumption and cleaner production practices in luxury. This article extends previous findings and provides a framework that shows the conditions under which luxury and ethical consumption can be compatible. In particular, we find that consumers perceive sophisticated brands as less ethical than sincere brands when their social identity goals are salient (i.e., they focus on their social relationships); however, when consumers personal identity goals are salient (i.e., they focus on themselves), they perceive sophisticated brands as equally ethical as sincere brands. Finally, we also show that luxury brands' CSR actions should focus on the firms' own consumers whereas sincere brands’ CSR actions should focus on society in general. This research contributes to the literature on sustainability by demonstrating when and how sophisticated brands can engage in socially responsible practices like CSR and cleaner production.
dc.description.peerreviewedyes
dc.description.statusPublished
dc.formatapplication/pdf
dc.identifier.citationPinto, D. C., Herter, M. M., Gonçalves, D., & Sayin, E. (2019). Can luxury brands be ethical? Reducing the sophistication liability of luxury brands. Journal of cleaner production, 233, 1366-1376. https://doi.org/10.1016/j.jclepro.2019.06.094
dc.identifier.doihttps://doi.org/10.1016/j.jclepro.2019.06.094
dc.identifier.issn1879-1786
dc.identifier.urihttps://hdl.handle.net/20.500.14417/3480
dc.issue.number1
dc.journal.titleJournal of Cleaner Production
dc.language.isoen
dc.page.final1376
dc.page.initial1366
dc.page.total10
dc.publisherElsevier
dc.relation.departmentMarketing & Communication
dc.relation.entityIE University
dc.relation.schoolIE Business School
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.accessRightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/deed.en
dc.subject.keywordCorporate social responsibility
dc.subject.keywordBrand ethicality
dc.subject.keywordBrand personality
dc.subject.keywordLuxury brands
dc.subject.keywordConsumer identity goals
dc.titleCan luxury brands be ethical? Reducing the sophistication liability of luxury brands
dc.typeinfo:eu-repo/semantics/article
dc.version.typeinfo:eu-repo/semantics/acceptedVersion
dc.volume.number233
dspace.entity.typePublication
relation.isAuthorOfPublicationbc614edf-df12-431b-ae3a-a04c0568d7a6
relation.isAuthorOfPublication66e9ae2b-c9f5-47fd-ac71-cb4f6b39841b
relation.isAuthorOfPublication.latestForDiscoverybc614edf-df12-431b-ae3a-a04c0568d7a6
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