Abstract
Purpose
This study investigates the interplay among self-construal, ad appeals, environmental concern and consumer evaluations of sustainable luxury products. It examines how pride (aligned with independent self-construal) and gratitude (aligned with interdependent self-construal) influence consumer evaluations, with a specific focus on the moderating role of environmental concern.
Design/methodology/approach
This research includes two experimental studies. Study 1 (N = 316) used a 2 × 2 design to examine the interaction between ad appeal (pride vs gratitude) and self-construal (independent vs interdependent) on sustainable luxury product evaluations through processing fluency. Study 2 (N = 552) employed a 2 × 2 × 2 design to explore the moderating role of environmental concern (low vs high) in the relationship between the interaction of ad appeal and self-construal on sustainable luxury product evaluations.
Findings
The findings reveal that ad appeals aligned with consumers’ self-construal enhance processing fluency, leading to more favorable evaluations of sustainable luxury products. This effect is amplified when environmental concern is high but attenuated when environmental concern is low.
Originality/value
This research highlights the importance of tailoring advertising messages to consumers’ self-construal and accounting for their environmental concern. These insights are valuable for marketers aiming to enhance advertising strategies for sustainable luxury products.
This study investigates the interplay among self-construal, ad appeals, environmental concern and consumer evaluations of sustainable luxury products. It examines how pride (aligned with independent self-construal) and gratitude (aligned with interdependent self-construal) influence consumer evaluations, with a specific focus on the moderating role of environmental concern.
Design/methodology/approach
This research includes two experimental studies. Study 1 (N = 316) used a 2 × 2 design to examine the interaction between ad appeal (pride vs gratitude) and self-construal (independent vs interdependent) on sustainable luxury product evaluations through processing fluency. Study 2 (N = 552) employed a 2 × 2 × 2 design to explore the moderating role of environmental concern (low vs high) in the relationship between the interaction of ad appeal and self-construal on sustainable luxury product evaluations.
Findings
The findings reveal that ad appeals aligned with consumers’ self-construal enhance processing fluency, leading to more favorable evaluations of sustainable luxury products. This effect is amplified when environmental concern is high but attenuated when environmental concern is low.
Originality/value
This research highlights the importance of tailoring advertising messages to consumers’ self-construal and accounting for their environmental concern. These insights are valuable for marketers aiming to enhance advertising strategies for sustainable luxury products.
| Original language | English |
|---|---|
| Pages (from-to) | 1-20 |
| Number of pages | 20 |
| Journal | Marketing Intelligence and Planning |
| DOIs | |
| Publication status | Published - 17 Oct 2025 |