Al-Issa, Ne main
A icle
Rede ining luxu y: explo ing he na u al connec ion wi h
sus ainabili y beyond labels
Cogen Business & Managemen
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Redefining luxu y: explo ing he na u al
connec ion wi h sus ainabili y beyond labels
Ne main Al-Issa
To ci e his a icle: Ne main Al-Issa (2024) Redefining luxu y: explo ing he na u al connec ion
wi h sus ainabili y beyond labels, Cogen Business & Managemen , 11:1, 2423054, DOI:
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Cogen Business & ManageMen
2024, VoL. 11, no. 1, 2423054
Rede ining luxu y: explo ing he na u al connec ion wi h
sus ainabili y beyond labels
ne main al-issa
College o Business adminis a ion, ame ican uni e si y o he Middle eas , egaila, Kuwai
ABSTRACT
Pu pose: Once conside ed imp obable, he usion o sus ainabili y and luxu y has
eme ged as a cap i a ing concep in con empo a y consume cul u e. he g owing
emphasis on in eg a ing sus ainabili y in o luxu y p oduc s has aised conce ns abou
po en ial consume backlash. he cu en esea ch p oposes ha consume s’ adi ional
luxu y pe sonal and social pu chase mo i es (i.e. luxu y alues) can be shaped by hei
opinions on luxu y sus ainabili y (i.e. pe cei ed luxu y sus ainabili y).
Design/me hodology/app oach: he analysis was conduc ed in wo s ages using he
P Ocess mac o. We u ilized a sample o 600 pa icipan s, equally dis ibu ed ac oss
wo dis inc cul u es: indi idualis ic wi h a high sus ainable o ien a ion and collec i is ic
wi h a de eloping sus ainable o ien a ion. in he i s s age, we employed Model 4 o
examine he an icipa ed in luence o pe cei ed luxu y se ice (Pls) on pe cei ed luxu y
alues ha unde pin consume s’ pu chase in en ions (Pi). in he second s age, we
in es iga ed he coun y’s mode a ing ole in shaping he ela ionships explo ed in he
i s s age. a mode a ed media ion analysis was conduc ed using Model 7 o he
P Ocess mac o.
Findings: his esea ch has unco e ed a p o ound connec ion be ween luxu y and
sus ainabili y ha challenges con en ional knowledge. he esul s con i m ha
pe cei ing luxu y as sus ainable enhances consume s’ pe cep ions o i s quali y and
ma e ial aspec s, inc easing hei in en o pu chase luxu y i ems. howe e , his
pe cep ion also seems o diminish o he adi ional luxu y alues. his end holds
ac oss di e se cul u al con ex s. ne e heless, insigh s om his s udy highligh he
impo ance o conside ing cul u al di e ences, pa icula ly in social mo i es, in he
con ex o luxu y and sus ainabili y.
O iginali y: he cu en esea ch adds o he unde s anding o he sel -cong ui y
concep , which in luences consume s’ e alua ion o p oduc s based on how hey ela e
p oduc o b and alues o hei sel -iden i y. his s udy employs a no el app oach o
in es iga e how comp ehensi e a iables—including pe sonal and social alues, cul u al
o ien a ion, and sus ainable pe cep ion—migh in luence consume s’ pu chase
in en ions (Pi) owa d luxu y p oduc s, ega dless o sus ainable labeling. Fo he i s
ime, i e eals how consume s inna ely link sus ainabili y o luxu y alues ac oss
di e en cul u es. P e ious s udies ha e ocused explici ly on sus ainably labeled luxu y
p oduc s, conside ing limi ed luxu y alues and ne e conduc ing c oss-cul u al es s.
gi en hese indings, he cu en a icle p oposes manage ial ecommenda ions o
na iga e his complex consume landscape.
In oduc ion
as he wo ld inc easingly p io i izes sus ainabili y, luxu y b ands a e p essu ed o demons a e hei com-
mi men o sus ainable p oduc ion me hods (Jain, 2019; Moh e al., 2022). howe e , i is impo an o
no e ha consume expec a ions a y. some consume s assume luxu y b ands a e inhe en ly sus ainable
due o hei epu a ion o c a ing high-quali y, du able p oduc s (Moh e al., 2022), while o he s may
iew sus ainable luxu y p oduc s nega i ely (acu i e al., 2022; kumagai, 2020). he global na u e o his
issue, coupled wi h he p ac ice o luxu y b ands p icing hei sus ainable p oduc s a a p emium,
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT ne main al-issa [email p o ec ed] College o Business adminis a ion, ame ican uni e si y o he Middle eas ,
egaila, Kuwai
h ps://doi.o g/10.1080/23311975.2024.2423054
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 25 July 2024
accep ed 23 Oc obe
2024
KEYWORDS
luxu y sus ainabili y;
luxu y alues; luxu y
consump ion; luxu y
b anding; cul u e;
c oss-coun y
SUBJECTS
Ma ke ing Managemen ;
e ail Ma ke ing;
Ma ke ing
2 n. al-issa
unde sco es he need o unde s and how consume s pe cei e luxu y sus ainabili y (kap e e & Michau ,
2014) and how his pe cep ion in luences hei b and/p oduc e alua ion and pu chasing beha io
(a hwal e al., 2019). Pe cei ed luxu y sus ainabili y e lec s consume s’ pe cep ions o he sus ainabili y
o luxu y p oduc s, ques ioning whe he luxu y aligns wi h sus ainabili y conce ns (kap e e &
Michau , 2014)
Wi hin he luxu y consump ion li e a u e, i is i mly es ablished ha consume s a e p ima ily mo i-
a ed o pu chase luxu y p oduc s h ough hei pe cep ions o pe sonal and social alues associa ed
wi h luxu y (al-issa e al., 2024a; al-issa & Dens, 2023). Pe sonal alues emphasize he impo ance o
luxu y in achie ing pe sonal sa is ac ion and encompass pe ec ionism (highligh ing he ques o supe-
io p oduc o se ice quali y, pe o mance, and design), ma e ialism ( e ol ing a ound he use o pos-
sessions o c ea e imp essions, showcase achie emen s, and es ablish social s a us), sel -exp ession/
iden i ica ion ( e lec ing he use o luxu y pu chases as a means o exp ess one’s iden i y and pe sonal-
i y), and hedonism ( ied o he emo ional alue o luxu y consump ion, whe e i p o ides sel - ewa d and
g a i ica ion). in con as , social alues a e in luenced by ex e nal ac o s and encompass conspicuous-
ness (whe e indi iduals op o high- alue i ems o enhance hei social image and s a us wi hin social
g oups) uniqueness ( e lec ing he pu sui o exclusi e and a e p oduc s o dis inguish onesel ), and
social con o mi y (in ol ing he pu chase o luxu y p oduc s al eady owned by e e ence g oup mem-
be s, aiming o gain accep ance, app o al, and con o mi y wi h o he s’ expec a ions) (al-issa e al., 2024b;
al-issa & Dens, 2023)
P e ious esea ch has highligh ed a posi i e indi ec impac o luxu y sus ainabili y and a b and’s
co po a e social esponsibili y (cs ) ini ia i es on consume beha io (kong e al., 2021). his e ec is
a ibu ed o unc ional, symbolic alues (Diallo e al., 2021), conspicuous e hical sel -iden i y (essiz &
senyuz, 2024), and subjec i e happiness and no el y seeking (lee & Fu ukawa, 2023) associa ed wi h
luxu y b and consump ion. howe e , hese indings con lic wi h indica ed di ec nega i e in luences on
consume s’ pu chase in en ions (kumagai, 2020) and hei willingness o pay p emium p ices (Diallo
e al., 2021).
as de ailed in he li e a u e e iew sec ion, p e ious s udies ha e p edic ed limi ed luxu y alues
h ough sus ainabili y, p ima ily concen a ing on how hese alues in luence consume beha io owa d
luxu y p oduc s explici ly labeled as sus ainable (alghanim & ndubisi, 2022; Wang e al., 2021). howe e ,
sus ainabili y ex ends beyond en i onmen al p ac ices; i encompasses he en i e supply chain, e en i
p oduc s a e no explici ly labeled as sus ainable (al-issa e al., 2022). Fu he mo e, p e ious esea ch has
been limi ed by i s ocus on speci ic demog aphics (e.g., eas man e al., 2021; kap e e & Michau , 2020;
Penca elli e al., 2019) o by exclusi ely in ol ing ac ual consume s (e.g. alghanim & ndubisi, 2022; essiz
& senyuz, 2024). he pe cep ion o a con lic be ween luxu y alues and sus ainabili y has led some
consume s o abs ain om pu chasing luxu y i ems (kap e e & Michau , 2014; kumagai, 2020). hese
cons ain s in p io esea ch unde sco e he need o a mo e comp ehensi e examina ion o he ela ion-
ship be ween luxu y and sus ainabili y, inclusi e o di e se consume pe spec i es.
Besides, cul u al di e si y among na ions plays a pi o al ole in consume s’ a i udes and beha io s
owa d luxu y and i s sus ainabili y (al-issa e al., 2024b; kong e al., 2021; lee & Fu ukawa, 2023; Wang
e al., 2021). eas man e al. (2021) sugges ha collec i ism mode a es he ela ionship be ween unique-
ness and ecologically conscious consume beha io wi hin he con ex o luxu y. Wang e al. (2021)
emphasize ha in collec i is cul u es, he need o con o mi y (uniqueness) posi i ely (nega i ely) in lu-
ences sus ainable luxu y Pi, whe eas his e ec is e e sed in indi idualis cul u es. On he o he hand,
Diallo e al. (2021) ound ha di e ences in he impac o cs ac ions on willingness o pay p emium
p ices o luxu y i ems be ween dis inc cul u al con ex s a e no s a is ically signi ican . P e ious esea ch
has yielded mixed c oss-cul u al indings ega ding consume s’ pe cep ions o he ela ionship be ween
luxu y and sus ainabili y. Fu he mo e, a no able gap exis s in unde s anding how consume s’ pe cep-
ions o luxu y sus ainabili y in luence hei e alua ion o and in en ions o pu chase luxu y b ands.
in add essing he no ewo hy gaps wi hin he cu en body o li e a u e, he p esen esea ch aims o
answe wo cen al ques ions: (1) Wha pe sonal and social luxu y alues do consume s an icipa e when
pe cei ing luxu y as sus ainable? (2) how does his connec ion impac hei Pi ac oss dis inc coun ies?
inspi ed by indings in o me s udies, he cu en esea ch p oposes ha consume s’ adi ional luxu y
pu chase mo i es (i.e. pe sonal and social alues) can be shaped by hei opinions on luxu y
cOgen Business & ManageMen 3
sus ainabili y (i.e. pe cei ed luxu y sus ainabili y). While sus ainabili y esea ch has adi ionally concen-
a ed on de eloped coun ies cha ac e ized by a s ong emphasis on sus ainabili y, he e is g owing
ecogni ion o sus ainabili y’s impo ance in de eloping na ions (Wang & huang, 2021). he e o e, his
s udy’s compa a i e analysis be ween he kuwai i and uk ma ke s is expec ed o p o ide insigh s eluci-
da ing di e ences be ween he coun ies. Dis inc om o me s udies, his esea ch is no limi ed o
explici sus ainabili y labels on luxu y p oduc s and inco po a es a di e se ange o esponden s. he
subsequen sec ions o his pape will del e in o he li e a u e, heo y, hypo heses de elopmen , esea ch
me hodology, esul s, discussion, implica ions, limi a ions, and a enues o u u e esea ch.
Li e a u e e iew
in ecen yea s, e hical and sus ainable consump ion has eme ged as a signi ican aspec o consume s’
desi ed iden i y, leading hem o p e e luxu y p oduc s ha align wi h sus ainabili y objec i es (Jain,
2019). howe e , some consume s may in en ionally a oid sus ainable p oduc s o dis ance hemsel es
om associa ed nega i e s e eo ypes, such as being labeled as eminine, hippie, o pa o ma ginalized
g oups (acu i e al., 2022). When e alua ing a p oduc o b and, consume s o en compa e hei pe cep-
ion o he b and-use image wi h he iden i ies hey wish o p ojec (al-issa e al., 2024a; al-issa & Dens,
2023; eas man e al., 2021). his e alua ion p ocess is in luenced by sel -cong ui y, a mul idimensional
concep encompassing a ious aspec s o he sel : he ac ual sel , d i en by he need o sel -consis ency;
he ideal sel , cha ac e ized by high sel -moni o ing and mo i a ed by he need o sel -es eem; he
social sel , in luenced by he need o social consis ency and pe cei ed social image; and he ideal social
sel , p omp ing ac ions o social app o al (al-issa e al., 2024a; eas man e al., 2021; Jain, 2019). he e o e,
consume s a e expec ed o alue luxu y sus ainabili y in alignmen wi h hei pe sonal alues (ac ual and
ideal sel ), social alues (social and ideal social sel ), and local iden i ies (ac ual sel ) (Figu e 1). hese
complexi ies unde line luxu y b ands’ challenges in managing consume pe cep ions o sus ainable lux-
u y, emphasizing ha b ands mus in eg a e hese conside a ions in o hei ma ke ing s a egies (ama ulli
e al., 2021a).
PLS and luxu y pu chase mo i es (pe cei ed alues)
While hennigs e al. (2013), sus ainable luxu y alue encompasses a ious dimensions adi ionally asso-
cia ed wi h luxu y, like unc ional, inancial, indi idual, and social alue, Ozdama -e ekin (2019) s esses
he impo ance o assessing how luxu y alues align wi h o con adic sus ainabili y p inciples. While
luxu y sus ainabili y is a ela i ely ecen concep dese ing u he in es iga ion, p io esea ch has
del ed in o he connec ions be ween speci ic luxu y alues and sus ainable luxu y. While a no able
deba e ega ding consume pe cep ions o sus ainable luxu y exis s, a subse o s udies sugges s ha
associa ing luxu y wi h sus ainabili y may lead consume s o pe cei e p oduc s as lowe in quali y
(Dekhili e al., 2019) and emo ionally a e si e s a es (acu i e al., 2022). howe e , i is essen ial o
acknowledge a signi ican body o esea ch ha coun e s his pe spec i e and collec i ely demons a es
Figu e 1. Concep ual amewo k.
4 n. al-issa
ha he d i ing o ce behind pu chases o sus ainable luxu y goods lies in he pu sui o pe ec ion and
supe io p oduc s anda ds (alghanim & ndubisi, 2022; essiz & senyuz, 2024; hennigs e al., 2013; ing
e al., 2021; kap e e & Michau , 2020, 2014). his aligns wi h he belie ha luxu y i ems should endu e,
ein o cing luxu y goods’ imeless allu e while p omo ing was e educ ion and esponsible esou ce man-
agemen (kelleci, 2022; Osbu g e al., 2021). hus, many luxu y b ands main ain sizable a e ma ke s o
hei p oduc s, acili a ing ex ended use o e gene a ions and emphasizing esponsible esou ce u iliza-
ion (kelleci, 2022).
in addi ion, luxu y sus ainabili y se es as a means o consume s o con ey hei commi men o
en i onmen al and social causes, which play a c ucial ole in shaping consume s’ sel -image (ce ellon &
shammas, 2013; Jain, 2019). Fo ins ance, in age luxu y consump ion, ecognized as a sus ainable
app oach, no ably enhances consume s’ pe cep ions o hei desi ed and ideal sel -image (ama ulli e al.,
2018a). his alignmen also gi es consume s a sense o guil - ee indulgence (ce ellon & shammas,
2013). consume s de i e dis inc pleasu e om he awa eness ha hei luxu y pu chases no only ul ill
pe sonal desi es bu also con ibu e posi i ely o socie y and he en i onmen (alghanim & ndubisi,
2022; essiz & senyuz, 2024; kelleci, 2022). he disc epancies obse ed in he esul s o p io s udies can
be aced back o a ia ions in he me hodologies u ilized. Fo ins ance, acu i e al. (2022) s udy adop s
a concep ual app oach, o e ing heo e ical insigh s wi hou empi ical alida ion. con e sely, Dekhili
e al. (2019) esea ch uses quali a i e me hods, inco po a ing in e iews wi h luxu y consume s and
indus y p o essionals. While quali a i e me hods like in e iews can p o ide in-dep h insigh s, hey may
lack he b oad gene alizabili y o quan i a i e su ey-based s udies. he posi i e co ela ion be ween lux-
u y sus ainabili y and speci ic luxu y pe sonal alues is co obo a ed by exis ing li e a u e e iews on he
subjec (a hwal e al., 2019; Jain, 2019).
Wi h ega ds o social alues, luxu y sus ainabili y goes beyond me e owne ship; i embodies a dis-
inc i e o m o conspicuousness, whe e possessing and displaying sus ainable luxu y i ems becomes a
s a emen o commi men o esponsible li ing and e hical alues (alghanim & ndubisi, 2022; ce ellon
& shammas, 2013; Osbu g e al., 2021). in a pa allel ein, esponsible luxu y unde sco es sca ci y and
exclusi i y, ac o s ha ha e been shown o heigh en (willingness o ) consump ion (alghanim & ndubisi,
2022; ama ulli e al., 2021a; De angelis e al., 2017). he desi e o unique p oduc s has also been iden-
i ied as a media ing ac o in he ela ionship be ween socially ela ed consume s’ a i udes and beha -
io s (eas man e al., 2021). his in e connec edness highligh s how esponsible luxu y le e ages sca ci y
and exclusi i y and ein o ces consume s’ pu sui o uniqueness, in luencing hei consump ion beha io s.
a he same ime, sus ainable luxu y os e s a collec i e sense o social con o mi y owa ds sha ed
en i onmen al esponsibili y (alghanim & ndubisi, 2022). consume s emb ace sus ainabili y as a collec-
i e alue wi hin his amewo k and con o m o i wi hin hei social ne wo ks (essiz & senyuz, 2024;
Wang e al., 2021). hus, subjec i e no ms (i.e. he in luence o social g oups) exe social p essu e on
indi iduals, compelling hem o engage in en i onmen ally esponsible beha io s (Jain, 2019). addi ionally,
pu chasing sus ainable luxu y p oduc s can be seen as a means o indi iduals o align hemsel es wi h
a pa icula social class ha can a o d hese en i onmen ally esponsible p oduc s (ce ellon & shammas,
2013). Founded by discussions in he li e a u e, we p edic ha :
H1: Pls posi i ely shapes consume s’ pe cep ion o luxu y pe sonal (i.e. sel -exp ession, pe ec ionism, hedo-
nism, and ma e ialism) and social alues (i.e. conspicuousness, uniqueness, and social con o mi y), in luencing
luxu y p oduc s Pi.
C oss-cul u al di e ences
cul u al di e si y among na ions plays a pi o al ole in consume s’ a i udes and beha io s owa d lux-
u y and i s sus ainabili y and consume s’ pe cep ions o sus ainable luxu y migh be dis inc ac oss
di e se cul u es (lee & Fu ukawa, 2023; Wang e al., 2021). Fo ins ance, eas man e al. (2021) sugges
ha he ela ionship be ween he desi e o unique p oduc s and ecologically conscious consume
beha io is mode a ed by cul u al alues, such as collec i ism. While a hwal e al. (2019) highligh he
ole o collec i e social d i e s in mo i a ing consume s o suppo p oduc s ha posi i ely impac soci-
e y, os e ing mo e a o able a i udes owa d sus ainable businesses, ce ellon and shammas (2013)
cOgen Business & ManageMen 5
emphasize ha indi idual and collec i e social d i e s o pu chasing sus ainable luxu y di e among
coun ies. acco ding o Wang e al. (2021), he desi e o exclusi i y in sus ainable luxu y i ems nega-
i ely in luences pu chase in en ions, while he need o con o mi y has a posi i e e ec in a collec i is
coun y like china. con e sely, hese e ec s a e e e sed in he uk, cha ac e ized by i s indi idualis-
ic na u e.
kong e al. (2021) p o ide u he insigh s by demons a ing ha collec i is consume s in sou h
ko ea a e less in luenced by sus ainabili y when e alua ing luxu y b ands and o ming pu chase in en-
ions han indi idualis s in ge many. hey sugges ha sus ainabili y communica ions may be pe cei ed
as h ea s o quali y and sca ci y, pa icula ly among collec i is cul u es. in a simila line, Diallo e al.
(2021) show ha luxu y b ands’ co po a e social esponsibili y (cs ) ac ions nega i ely a ec cus ome s’
willingness o pay p emium p ices, wi h cul u al di e ences in luencing he media ing e ec s o luxu y
alues. While he e ec s o cs ac ions and b and symbolic alue on willingness o pay do no di e
be ween coun ies, he in luence o unc ional alue is s onge in high long- e m o ien a ion (l O) cul-
u es. in con as , he e ec o social alue is s onge in low l O cul u es. F om ano he pe spec i e, lee
and Fu ukawa (2023) ind ha subjec i e happiness signi ican ly in luences luxu y consump ion in china
compa ed o Japan. hese di e ences a e a ibu ed o a ia ions (high s low, espec i ely) in eelings
o guil abou en i onmen al impac s ac oss cul u es.
howe e , he e is a no able end owa ds inc eased accep ance o sus ainable luxu y as an essen ial
componen o mode n luxu y consump ion, sugges ing he possibili y o a g adual con e gence in he
app ecia ion o sus ainable luxu y p oduc s ac oss di e en coun ies and cul u es (kuma , 2023;
Pelikáno á e al., 2021). Despi e his end, i is essen ial o highligh he limi ed numbe o c oss-cul u al
empi ical s udies on his opic, indica ing he need o u he esea ch o unde s and be e he nuances
o luxu y sus ainabili y and i s in luence on consume s’ e alua ion and consump ion ac oss di e se cul-
u al con ex s. conside ing o me indings, we expec ha :
H2: while Pls consis en ly in luences luxu y consume s’ Pi, he media ing ole o luxu y pe sonal and social
alues a ies ac oss coun ies wi h dis inc cul u al and sus ainable de elopmen con ex s.
Me hodology
o ga he ou da a, we de eloped a ques ionnai e based on p io esea ch (al-issa & Dens, 2023)
and ailo ed i o he speci ic con ex o ou s udy. his esea ch complied wi h all e hical s anda ds and
guidelines o in ol ing human pa icipan s. We ob ained all necessa y e hical app o als, consen s, and
pe missions ollowing he egula ions o an we p uni e si y and he Decla a ion o helsinki. all pa ici-
pan s p o ided in o med w i en consen .
a e p o iding in o ma ion abou hei demog aphics, pa icipan s we e gi en some ques ions o
gauge hei pe cep ion o luxu y alues in ol ing pe ec ionism, ma e ialism, sel -exp ession, hedonism,
conspicuousness, social con o mi y, uniqueness, and social con o mi y. hen, hey indica ed hei Pls and
hei Pi owa d luxu y. all i ems we e measu ed using a mul i-i em 7-poin like scale o all ques ions.
he coun y is used as a p oxy o cul u al and sus ainable o ien a ion (al-issa e al., 2024b; eas man
e al., 2021; kong e al., 2021; Wang e al., 2021) and is coded as 0 o kuwai and 1 o he uk. o he
uk. kuwai is an unde - esea ched ma ke cha ac e ized by i s collec i is na u e, and high-income le els
unde sco e i s po en ial signi icance as a luxu y ma ke (al-issa & Dens, 2023). kuwai has ecen ly
emba ked on a sus ainable ans o ma ion, demons a ing a solid commi men o a sus ainable u u e.1
in con as , he uk ep esen s he Wes e n indi idualis socie y, whe e sus ainabili y is a well-es ablished
and ing ained concep .2 such dis inc i e cul u al o ien a ions and a ying le els o sus ainable de elop-
men make he selec ed coun ies cap i a ing candida es o a compa a i e app oach in ou s udy. he
ques ionnai e was de eloped in english and a abic o ca e o kuwai ’s na ional language p e e ences.
o ensu e accu acy, an independen esea che back- ansla ed he a abic e sion in o english.
esponden s we e allowed o choose hei p e e ed language when comple ing he ques ionnai e.
Online adminis a ion was acili a ed ia epu able pla o ms: Yougo in kuwai and P oli ic in he uk.
600 comple ed ques ionnai es we e collec ed and e enly dis ibu ed, wi h 300 esponses om each
coun y. able 1 p o ides a b eakdown o he sample cha ac e is ics.
6 n. al-issa
a mul ig oup con i ma o y ac o analysis (cFa) encompassing bo h coun ies is conduc ed o com-
p ehensi ely assess eliabili y, alidi y, and measu emen in a iance ac oss he wo na ions. he ac o
loadings ( able 2) we e obus and e lec i e o good measu emen quali y, excep o one i em o
uniqueness ha displayed a loading alue ha bo de ed on accep abili y (ʎ= 0.490). i em is e ained as
i has unde gone igo ous es ing and alida ion in p io s udies (Fa ah & Fawaz, 2016; le Monkhouse
e al., 2012). c onbach’s alpha o each cons uc is accep able (>0.7), excep in he case o uniqueness,
whe e i is ma ginal (0.582). aVe p esen s sa is ying alues abo e he 0.50 h eshold, and he composi e
eliabili y o he cons uc s is abo e 0.75 ( able 3), hus deemed accep able and con i ming he scales’
eliabili y (Bagozzi & Yi, 1988). Disc iminan alidi y is solidi ied wi h h M alues spanning om 0.093
o 0.758, a i ming he obus ness o he measu emen s. Mo eo e , he negligible impac o common
me hod a iance (cMV) u he bols e s he c edibili y o he indings (al-issa e al., 2024b).
Resul s
his sec ion analyses collec ed da a using he P Ocess mac o e sion 3.5 (hayes, 2018). Ou analysis is
conduc ed in wo s ages (ama ulli e al., 2021a). While con inuously including consume s’ income as a
con ol a iable, he i s s age examines he an icipa ed in luence o Pls on he pe cei ed luxu y alues
ha unde pin consume s’ Pi. o es h1, we employed Model 4 o he P Ocess mac o. he esul s in
able 4 e eal ha Pls signi ican ly posi i ely impac ed pe cei ed pe ec ionism (b = 0.121, p = 0.01).
howe e , he e ec on pe cei ed ma e ialism, while posi i e, was ound o be s a is ically insigni ican
(b = 0.041, p: 0.453). Mo eo e , Pls exe ed a signi ican nega i e in luence on he ollowing luxu y alues:
pe cei ed sel -exp ession (b= −0.116, p < 0.001), hedonism (b= −0.234, p < 0.001), conspicuousness
(b= −0.200, p < 0.001), uniqueness (b= −0.163, p < 0.001), and social con o mi y (b= −0.324, p < 0.001).
in he eg ession model wi h Pi as he dependen a iable ( able 5), we obse ed a signi ican
di ec posi i e e ec o Pls on Pi (b = 0.113, p < 0.005). addi ionally, he e was a posi i e indi ec e ec
h ough pe cei ed luxu y pe ec ionism (b = 0.036, 95% ci:0.008, 0.067) and a signi ican ad e se e ec
h ough hedonism (b= −0.029, 95% ci: −0.054, −0.010). howe e , he media ing e ec s o pe cei ed
ma e ialism (b = 0.008, 95% ci:-0.015, 0.033), sel -exp ession (b= −0.006, 95% ci: −0.020, 0.006), conspic-
uousness (b= −0.022, 95% ci: −0.047, 0.001), uniqueness (b= −0.013, 95% ci: −0.004, 0.033), and social
con o mi y (b= −0.006, 95% ci: −0.032, 0.023) we e ound o be insigni ican . he e o e, h1 is pa ially
suppo ed.
he second s age in es iga es he mode a ing ole o he coun y in shaping he ela ionships explo ed
in he i s s age. hus, a mode a ed media ion analysis was conduc ed using Model 7 o P Ocess mac o.
his analysis conside ed pe cei ed luxu y alues as media o s, Pls as he independen a iable, coun y
as he mode a o , and Pi as he dependen a iable. income is included as a con ol a iable. esul s
demons a ed in able 6 indica e ha he coun y’s mode a ing in luence on Pls’s impac on luxu y
alues was insigni ican excep o conspicuousness (b= −0.163, p < 0.05). in he uk, Pls mo e nega i ely
in luences he conspicuous alue usually a ached o luxu y (b= −0.287, p < 0.05) han i does in kuwai
(b= −0.124, p < 0.05).
howe e , examining condi ional indi ec e ec s un eiled a ema kable inding—an index o
coun y-mode a ed media ion ha did no each s a is ical signi icance ( able 7). no di e ences we e
obse ed ac oss coun ies in he impac o Pls on Pi h ough pe cei ed luxu y alues, ejec ing h2.
Table 1. sample cha ac e is ics.
KW uK
Demog aphic % %
gende Male 75.7 46.3
Female 24.3 53.7
educa ion High school g adua e o less 9.3 27
2-yea deg ee 10.3 7.0
Bachelo ’s deg ee and abo e 80.4 66
M M
age 29.8 27.3
income (usD) 4900–6500 2660–3990
cOgen Business & ManageMen 7
Discussion
his s udy is p ima ily cen ed on elucida ing he complex dynamics o consume beha io owa ds lux-
u y p oduc s, pa icula ly in a new wo ld emphasizing luxu y b ands’ sus ainable p ac ices. he cu en
s udy ocuses on iden i ying he ela ionship be ween Pls and he alues consume s a ach o luxu y, as
hese alues subsequen ly mo i a e hei pu chasing in en ions. his app oach encompasses a
c oss-cul u al dimension, compa ing coun ies wi h dis inc cul u al o ien a ions and le els o sus ainable
de elopmen , expec ed o lead consume s o pu sue luxu y i ems o a ying mo i es.
he cu en esea ch indings e eal ha Pls enhances consume s’ pe cep ions o luxu y a ibu es such
as supe io quali y and du abili y and inc eases consume s’ Pi owa ds luxu y p oduc s. hese indings a e
consis en wi h he es ablished associa ion be ween luxu y sus ainabili y and hese luxu y alues in p e i-
ous esea ch (e.g. alghanim & ndubisi, 2022; essiz & senyuz, 2024; kelleci, 2022; Osbu g e al., 2021).
simul aneously, Pls educes consume s’ pe cep ion o pleasu e, sel -exp ession/iden i ica ion, and a ious
social alues, including s a us signaling, sel -dis inc ion, and con o mi y o social g oups, diminishing
Table 2. Composi e eliabili y and cons uc loadings.
Cons uc s i ems Fac o loading s a is ics
Pe ec ionism Luxu y goods a e bough o hei excellen quali y 0.877 62.379
Luxu y goods a e bough o hei excellen design 0.877 64.197
Luxu y goods a e bough o hei excellen cus ome
se ice
0.793 36.543
Ma e ialism i admi e people who own luxu ious homes, ca s, and
clo hes
0.783 34.475
i like much luxu y in my li e 0.822 51.508
My li e would be be e i i owned ce ain luxu y
p oduc s; i do no ha e
0.847 54.805
i some imes bo he s me qui e a bi ha i canno
a o d o buy all he luxu y p oduc s i would like
0.779 33.874
sel -exp ession Luxu y p oduc s help people achie e he iden i y hey
would like o ha e
0.803 46.361
People buy luxu y goods o e eal a li le o who hey
a e
0.652 18.076
People buying luxu y goods belong o an eli e class 0.664 18.658
Buying luxu y goods is synonymous wi h success 0.793 40.193
Buye s o luxu y goods a e sophis ica ed people 0.803 28.011
Hedonism Luxu y goods a e bough o a eeling o ul ilmen 0.730 17.072
Luxu y goods a e bough o sel -indulgence 0.692 13.609
Luxu y goods b ing pleasu e o he owne 0.833 32.728
Luxu y goods b ing exci emen 0.887 46.680
Conspicuousness Luxu y goods a e bough o hei dis inc i e b and
design
0.751 24.667
Luxu y goods should be easily ecognized by o he s 0.765 27.355
Luxu y goods a e a symbol o high social s a us 0.670 16.510
Luxu y goods imp ess people 0.682 16.030
uniqueness People buy luxu y goods o make hemsel es s and
ou
0.752 9.121
once a p oduc becomes mass-p oduced, i is no
luxu ious anymo e
0.490* 3.734
Luxu y goods a e bough because hey a e exclusi e 0.867 15.434
social con o mi y People buy luxu y p oduc s o mee social
expec a ions, no ms, and p ac ices
0.729 6.326
People buy luxu y p oduc s o do he same as wha
o he s do
0.581* 3.159
People buy he same luxu y p oduc s hei iends buy
o eel close o hem
0.779 7.398
People p e e o buy luxu y p oduc s ha a e al eady
used by people hey app ecia e and admi e
0.864 11.465
PLs Luxu y is a symbol o human inequali ies and ichness
(R)
0.511* 3.897
Luxu y makes people buy p oduc s a oo expensi e
o hei means (R)
0.778 10.707
Liking luxu y is liking a supe icial way o li e (R) 0.817 13.330
Luxu y and sus ainabili y a e con adic o y (R) 0.823 14.603
Pi My willingness o buy luxu y p oduc s would be high
while i am shopping
0.678 23.216
he p obabili y i would conside buying luxu y
p oduc s is high
0.703 27.108
No e: PLs: pe cei ed luxu y sus ainabili y; Pi: pu chase in en ions, (*) i em wi h a ac o loading < 0.6.
