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The role of art infusion in enhancing pro-environmental luxury brand advertising

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  • Quach, Sara
  • Septianto, Felix
  • Thaichon, Park
  • Nasution, Reza Ashari

Abstract

Underpinned by art infusion theory, this present research examines the effect of art infusion on brand attitudes under different brand conditions (i.e. pro-environmental luxury brands and luxury brands) in advertising. Across two experimental studies, this research offers empirical evidence to a moderated mediation model, such that when an advertisement features an artwork (vs. no-artwork), consumers will perceive lower levels of incompatibility between luxury and sustainability, leading to a more favorable brand attitude toward the pro-environmental luxury brand. However, such differences will not occur among consumers evaluating an ordinary luxury brand. The findings of this research broaden the current body of knowledge related to the art infusion effect and provide important implications for marketers in their advertising strategy. Furthermore, these findings suggest that art infusion may be the solution to the dilemma facing sustainable luxury brands since luxury and sustainability are often perceived as incongruent concepts.

Suggested Citation

  • Quach, Sara & Septianto, Felix & Thaichon, Park & Nasution, Reza Ashari, 2022. "The role of art infusion in enhancing pro-environmental luxury brand advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    • Handle: RePEc:eee:joreco:v:64:y:2022:i:c:s0969698921003465
    DOI: 10.1016/j.jretconser.2021.102780
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    Cited by:

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    3. Quach, Sara & Septianto, Felix & Thaichon, Park & Mao, Wen, 2022. "Art infusion and functional theories of attitudes toward luxury brands: The mediating role of feelings of self-inauthenticity," Journal of Business Research, Elsevier, vol. 150(C), pages 538-552.
    4. Park, Sangchul & Kim, Sanghoon & Ahn, Sungsook, 2023. "The role of consumers' construal level in art-infusion-type effect on retail product evaluation," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    5. Jeong-Eun Park & Eungoo Kang, 2022. "The Mediating Role of Eco-Friendly Artwork for Urban Hotels to Attract Environmental Educated Consumers," Sustainability, MDPI, vol. 14(7), pages 1-19, March.
    6. Rodrigues, Mariana Berga & Loureiro, Sandra Maria Correia & Romero, Maria Inês Relvas, 2024. "Luxury fashion games are so cool! Predicting awareness, perceived quality, and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    7. Shang, Dawei & Wu, Weiwei & Schroeder, Daniel, 2023. "Exploring determinants of the green smart technology product adoption from a sustainability adapted value-belief-norm perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    8. Sestino, Andrea, 2024. "The challenge of integrating “intelligent†technologies in luxury shopping contexts: The role of brand personality appeal and consumers’ status consumption orientation," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    9. Park, Sangchul & Kim, Sanghoon & Ahn, Sungsook, 2023. "Understanding the effect of art infusion type on retail product shopping: An attention to the intervening role of customers’ financial wealth," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    10. Celia Rangel-Pérez & Belen López & Manuel Fernández, 2024. "A strategic sustainability model for global luxury companies in the management of CO2 emissions," International Entrepreneurship and Management Journal, Springer, vol. 20(3), pages 1597-1615, September.
    11. Aidi Xu & Jie Zhang, 2024. "Utilizing virtual arts in reforming market players’ behavior to invest in sustainability projects," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-9, December.

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