Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption

Maria Teresa Cuomo,Pantea Foroudi,Debora Tortora,T.C. Melewar,Shahzeb Hussain

doi:10.3390/su11236791

Abstract

Taking into consideration the increasing role of sustainability in the luxury industry, our study investigates the role of celebrity credibility, celebrity familiarity, luxury brand value, and brand sustainability awareness on attitude towards celebrity, brand, and purchase intention for sustainable consumption. For this, we explored relationships among these variables to test a conceptual model which is developed using existing knowledge available in academic research on this topic. Data for testing were collected from high-end retail stores in the UK about the world top luxury brands by brand value in 2019, also acknowledged for their major engagement in sustainability. Findings from a survey of 514 consumers suggest that celebrity credibility is a very strong key to increasing purchase intentions of sustainable luxury goods. The study has important implications for the expansion of current literature, theory development and business practices. Limitations of the study are also outlined, and directions for future research are considered too.

Highlights

Outstanding between exclusivity [1] and inspiration [2], luxury represents an ambiguous concept, used by customers to construct a desirable self-concept by communicating central beliefs, attitudes and values to others or alternatively, to gain approval in social situations [3,4]
By verifying the conceptual model, the purpose of the study is to examine the importance of celebrity credibility, luxury brand value, brand awareness, and familiarity on attitudinal and behavioural constructs of the consumers in order to use celebrity endorsers to enhance sustainable product allure and glamour in the luxury sector, considering that the domain of luxury is disconnected from daily purchases
Our validated model identified the key role of celebrity endorsement, in terms of credibility, familiarity, luxury brand value, and brand sustainability awareness on attitude towards celebrity, brand and purchase intentions to stimulate a sustainable consumption

Summary

Introduction

Outstanding between exclusivity [1] and inspiration [2], luxury represents an ambiguous concept, used by customers to construct a desirable self-concept by communicating central beliefs, attitudes and values to others (self-expressive) or alternatively, to gain approval in social situations (social-adjustive) [3,4]. The landmark of sustainable luxury refers to the commitment of luxury companies, responsible for their production to both society and the environment. Many luxury brands as Gucci, Saint Laurent, Prada and Chanel engaged responsible behaviours, by promoting the use of energy efficient light sources, or adopting recycling practices in the product supply chain, or are committed to going fur-free. They pursue to focus on rarity, excellent quality and artisanship, while incorporating sustainability goals [8]. Consumers promptly disapprove luxury companies adopting practices in contrast with the environment protection, while being indifferent to communication underlining their sustainable activities. Instead, by according their preference to these enterprises, express their “personal formula” of sustainable consumption, without turning down their aspiration for luxury and their responsibility towards the world

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