Indian Journal of Marketing

Open Access Open Access  Restricted Access Subscription Access

‘Buy Luxury’: Adapting the SHIFT Framework to Explore the Psychological Facets Enabling Consumers for Sustainable Luxury Consumption


Affiliations
1 Head & Associate Professor, School of Management & Social Science, Haldia Institute of Technology, Haldia - 721 657, West Bengal, India
2 Assistant Professor, School of Management & Social Science, Haldia Institute of Technology, Haldia - 721 657, West Bengal, India
3 Head & Professor, Department of Economics and Management, Faculty of Agriculture and Forestry, University of Helsinki, India

   Subscribe/Renew Journal


This era of the global market is witnessing a new look for luxury products and services. There has been an accelerating shift in consumption patterns and consumer preferences for sustainable luxury products. Moreover, the COVID - 19 pandemic acted as a catalyst for changes in consumer behavior and adapting to a new way of living. Consumer trends have revealed that sustainability has become a key consideration in varied consumer segments when making their purchase decisions. Consumers’ drive for environmental stability, social responsibility, and ethical practices has well been reflected in their lifestyles today. Thus, companies are re-evaluating their products’ sustainability credentials and adopting a new paradigm of value creation to meet the changing psychological approach of consumers. This short communication delved into consumers’ psychological aspects that drive momentum towards sustainable luxury consumption. Here, the SHIFT framework (White et al., 2019) was adopted to highlight the subtle psychological facets of consumers that trigger them to embrace sustainable luxury consumption. The perspective presented a conceptual framework that indicated various psychological facets (atypicality, social desirability, life changes, need for uniqueness, self benefits, sense of accomplishment, pro-environment nature, personal experience of others, and consideration of legacy) of a consumer, which influence sustainable luxury consumption.

Keywords

Psychological, Consumer, Sustainable, Luxury, Consumption, SHIFT Framework, Short Communication.

Paper Submission Date : March 25, 2022 ; Paper sent back for Revision : May 18, 2022 ; Paper Acceptance Date : May 25, 2022; Paper Published Online : June 15, 2022.

User
Subscription Login to verify subscription
Notifications
Font Size

  • Achabou, M. A., & Dekhili, S. (2013). Luxury and sustainable development: Is there a match? Journal of Business Research, 66(10), 1896–1903. https://doi.org/10.1016/j.jbusres.2013.02.011

  • Amatulli, C., De Angelis, M., Costabile, M., & Guido, G. (2017). Sustainable luxury brands: Evidence from research and implications for managers. Palgrave Macmillan London. https://doi.org/10.1057/978-1-137-60159-9

  • Baca-Motes, K., Brown, A., Gneezy, A., Keenan, E. A., & Nelson, L. D. (2012). Commitment and behavior change: Evidence from the field. Journal of Consumer Research, 39(5), 1070–1084. https://doi.org/10.1086/667226

  • Belz, F. M., & Peattie, K. (2012). Sustainability marketing: A global perspective (2nd ed.). Wiley.

  • Chakraborty, S., Giri, A., Biswas, S., & Bag, M. (2020). Measuring the impact of celebrity endorsement on consumer purchase intention of beauty soap in Indian context. International Journal of Scientific and Technology Research, 9(2), 1019–1022. https://www.ijstr.org/final-print/feb2020/Measuring-The-Impact-Of-Celebrity-Endorsement-On-Consumer-Purchase-Intention-Of-Beauty-Soap-In-Indian-Context.pdf

  • Chatterjee, S., & Giri, A. (2021). Understanding consumer behaviour through neuromarketing: A strategic approach towards the mobile phone industry. Indian Journal of Marketing, 51(5–7), 64–80. https://doi.org/10.17010/ijom/2021/v51/i5-7/161648

  • Chatterjee, S., Giri, A., Paul, P., & Bag, M. (2019). Impact of 'customer relationship management (CRM) software' on patient satisfaction in public hospitals of urban West Bengal, India: An empirical analysis. International Journal of Engineering and Advanced Technology, 8(5), 521–526. https://www.ijeat.org/wp-content/uploads/papers/v8i5/E7133068519.pdf

  • De Klerk, H. M., Kearns, M., & Redwood, M. (2019). Controversial fashion, ethical concerns and environmentally significant behavior: The case of the leather industry. International Journal of Retail & Distribution Management, 47(1), 19–38. https://doi.org/10.1108/IJRDM-05-2017-0106

  • Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: The influence of reference groups on consumers' connections to brands. Journal of Consumer Psychology, 13(3), 339–348. https://doi.org/10.1207/S15327663JCP1303_14

  • Giri, A., & Chatterjee, S. (2020). Impact of fluid team performance on strategic HRM: An empirical study in the organized retail sector of West Bengal. Prabandhan: Indian Journal of Management, 13(4), 25–42. https://doi.org/10.17010/pijom/2020/v13i4/151824

  • Giri, A., & Pandey, M. (2016). Relationship marketing as an effective promotional tool of yoga marketing in the urban Indian market: An empirical study. Indian Journal of Marketing, 46(5), 42–54. https://doi.org/10.17010/ijom/2016/v46/i5/92488

  • Giri, A., Biswas, W., & Biswas, D. (2018). The impact of social networking sites on college students: A survey study in West Bengal. Indian Journal of Marketing, 48(8), 7–23. https://doi.org/10.17010/ijom/2018/v48/i8/130536

  • Giri, A., Chatterjee, S., Biswas, S., & Aich, A. (2020). Factors influencing consumer purchase intention of daily groceries through B2C websites in metro-cities of India. International Journal of Scientific & Technology Research, 9(1), 719–722. https://www.ijstr.org/final-print/jan2020/Factors-Influencing-Consumer-Purchase-Intention-Of-Daily-Groceries-Through-B2c-Websites-In-Metro-cities-Of-India.pdf

  • Giri, A., Chatterjee, S., Paul, P., & Chakraborty, S. (2019). Determining the impact of artificial intelligence on 'developing marketing strategies' in organized retail sector of West Bengal, India. International Journal of Engineering and Advanced Technology, 8(6), 3031–3036. https://doi.org/10.35940/ijeat.F9030.088619

  • Hennigs, N., Wiedmann, K. P., & Klarmann, C. (2012). Luxury brands in the digital age–Exclusivity versus ubiquity. Marketing Review St. Gallen, 29, 30–35. https://doi.org/10.1007/s11621-012-0108-7

  • Jebarajakirthy, C., & Das, M. (2021). Uniqueness and luxury: A moderated mediation approach. Journal of Retailing and Consumer Services, 60, Article 102477. https://doi.org/10.1016/j.jretconser.2021.102477

  • Kapferer, J. N., & Michaut-Denizeau, A. (2014). Is luxury compatible with sustainability? Luxury consumers' viewpoint. Journal of Brand Management, 21, 1–22. https://doi.org/10.1057/bm.2013.19

  • Kapferer, J. N. (2010). All that glitters is not green: The challenge of sustainable luxury. The European Business Review, (November–December), 40–45. https://www.europeanbusinessreview.com

  • Kapferer, J. N. (2014). The future of luxury: Challenges and opportunities. Journal of Brand Management, 21, 716–726. https://doi.org/10.1057/bm.2014.32

  • Kunz, J., May, S., & Schmidt, H. J. (2020). Sustainable luxury: Current status and perspectives for future research. Business Research, 13, 541–601. https://doi.org/10.1007/s40685-020-00111-3

  • Moraes, C., Carrigan, M., Bosangit, C., Ferreira, C., & McGrath, M. (2017). Understanding ethical luxury consumption through practice theories: A study of fine jewellery purchases. Journal of Business Ethics, 145, 525–543. https://doi.org/10.1007/s10551-015-2893-9

  • Morando, M., & Platania, S. (2022). Luxury tourism consumption in the accommodation sector: The mediation role of destination brand love for potential tourists. Sustainability, 14(7), 1–18. https://doi.org/10.3390/su14074007

  • Pelet, J. E., Massarini, M., & Taieb, B. (2017). The moderating effect of gender on the online luxury market: How perceived intimacy influences male consumers' buying intentions. Luxury Research Journal, 1(3), 260–282. https://doi.org/10.1504/lrj.2017.086748

  • Pencarelli, T., Taha, V. A, Škerháková, V., Valentiny, T., & Fedorko, R. (2020). Luxury products and sustainability issues from the perspective of young Italian consumers. Sustainability, 12(1). https://doi.org/10.3390/SU12010245

  • Rezvani, Z., Jansson, J., & Bengtsson, M. (2017). Cause I'll feel good! An investigation into the effects of anticipated emotions and personal moral norms on consumer pro-environmental behavior. Journal of Promotion Management, 23(1), 163–183. https://doi.org/10.1080/10496491.2016.1267681

  • Ruvio, A. (2008). Unique like everybody else? The dual role of consumers' need for uniqueness. Psychology & Marketing, 25(5), 444–464. https://doi.org/10.1002/mar.20219

  • Srinivasan, R., Srivastava, R. K., & Bhanot, S. (2014). Impact of age on purchase behaviour of luxury brands. Journal of Research in Business and Management, 2(9), 19–32. http://www.questjournals.org/jrbm/papers/vol2-issue9/C291932.pdf

  • Sun, J. J., Bellezza, S., & Paharia, N. (2021). Buy less, buy luxury: Understanding and overcoming product durability neglect for sustainable consumption. Journal of Marketing, 85(3), 28–43. https://doi.org/10.1177/0022242921993172

  • White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing, 83(3), 22–49. https://doi.org/10.1177/0022242919825649

  • Wilkie, W. L., & Moore, E.S. (2012). Expanding our understanding of marketing in society. Journal of the Academy of Marketing Science, 40, 53–73. https://doi.org/10.1007/s11747-011-0277-y

  • Yeoman, I. (2011). The changing behaviours of luxury consumption. Journal of Revenue and Pricing Management, 10, 47–50. https://doi.org/10.1057/rpm.2010.43

  • Zaval, L., Markowitz, E. M., & Weber, E. U. (2015). How will I be remembered? Conserving the environment for the sake of one's legacy. Psychological Science, 26(2), 231–236. https://doi.org/10.1177/0956797614561266


Abstract Views: 173




  • ‘Buy Luxury’: Adapting the SHIFT Framework to Explore the Psychological Facets Enabling Consumers for Sustainable Luxury Consumption

Abstract Views: 173  | 

Authors

Arunangshu Giri
Head & Associate Professor, School of Management & Social Science, Haldia Institute of Technology, Haldia - 721 657, West Bengal, India
Wendrila Biswas
Assistant Professor, School of Management & Social Science, Haldia Institute of Technology, Haldia - 721 657, West Bengal, India
Jari Salo
Head & Professor, Department of Economics and Management, Faculty of Agriculture and Forestry, University of Helsinki, India

Abstract


This era of the global market is witnessing a new look for luxury products and services. There has been an accelerating shift in consumption patterns and consumer preferences for sustainable luxury products. Moreover, the COVID - 19 pandemic acted as a catalyst for changes in consumer behavior and adapting to a new way of living. Consumer trends have revealed that sustainability has become a key consideration in varied consumer segments when making their purchase decisions. Consumers’ drive for environmental stability, social responsibility, and ethical practices has well been reflected in their lifestyles today. Thus, companies are re-evaluating their products’ sustainability credentials and adopting a new paradigm of value creation to meet the changing psychological approach of consumers. This short communication delved into consumers’ psychological aspects that drive momentum towards sustainable luxury consumption. Here, the SHIFT framework (White et al., 2019) was adopted to highlight the subtle psychological facets of consumers that trigger them to embrace sustainable luxury consumption. The perspective presented a conceptual framework that indicated various psychological facets (atypicality, social desirability, life changes, need for uniqueness, self benefits, sense of accomplishment, pro-environment nature, personal experience of others, and consideration of legacy) of a consumer, which influence sustainable luxury consumption.

Keywords


Psychological, Consumer, Sustainable, Luxury, Consumption, SHIFT Framework, Short Communication.

Paper Submission Date : March 25, 2022 ; Paper sent back for Revision : May 18, 2022 ; Paper Acceptance Date : May 25, 2022; Paper Published Online : June 15, 2022.


References





DOI: https://doi.org/10.17010/ijom%2F2022%2Fv52%2Fi6%2F169836