IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v11y2019i18p5105-d268307.html
   My bibliography  Save this article

A Neuroscientific Approach to Explore Consumers’ Intentions Towards Sustainability within the Luxury Fashion Industry

Author

Listed:
  • Michela Balconi

    (Research Unit in Affective and Social Neuroscience, Catholic University of the Sacred Heart, 20123 Milan, Italy
    Department of Psychology, Catholic University of the Sacred Heart, 20123 Milan, Italy)

  • Roberta Sebastiani

    (Department of Economics, Catholic University of the Sacred Heart, 20123 Milan, Italy)

  • Laura Angioletti

    (Research Unit in Affective and Social Neuroscience, Catholic University of the Sacred Heart, 20123 Milan, Italy
    Department of Psychology, Catholic University of the Sacred Heart, 20123 Milan, Italy)

Abstract

Little is presently known about customers’ expectations and the unspoken relevant factors which lead them to prefer or not sustainable luxury products. This study aimed to deepen the understanding of luxury consumers’ implicit intentions towards sustainability by using, for the first time, a neuroscientific approach applied to the luxury fashion domain. A greater cortical activity related to cognitive and emotional aspects was hypothesized for luxury sustainability-oriented consumers than for non-sustainability-oriented subjects when presented with sustainability-related cues. Sixteen luxury consumers were divided into two groups according to their sensitivity towards sustainability issues. They were asked to observe a set of 10 stimuli depicting sustainability issues and then to interact with a salesperson while their cortical activity was recorded by an electroencephalogram (EEG). Frequency band analysis revealed higher levels of beta, delta, and theta band EEG activity in temporoparietal than frontocentral areas when observing pictures related to sustainability and a specific right temporoparietal theta band activation for the Nonsustainable Group. An increased level of knowledge of sustainability themes was confirmed by the correct detection of stimuli valence and a significant presence of delta power when the salesperson explained the brand’s sustainable policy. The specific brain responses related to sensitivity towards sustainability and the different effect of knowledge on sustainability topics based on group differences are discussed here in light of emotional behavior.

Suggested Citation

  • Michela Balconi & Roberta Sebastiani & Laura Angioletti, 2019. "A Neuroscientific Approach to Explore Consumers’ Intentions Towards Sustainability within the Luxury Fashion Industry," Sustainability, MDPI, vol. 11(18), pages 1-14, September.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:18:p:5105-:d:268307
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/11/18/5105/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/11/18/5105/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jean-Noël Kapferer & Anne Michaut-Denizeau, 2014. "Is luxury compatible with sustainability? Luxury consumers' viewpoint," Post-Print hal-00977183, HAL.
    2. Leary, R. Bret & Vann, Richard J. & Mittelstaedt, John D. & Murphy, Patrick E. & Sherry,, John F., 2014. "Changing the marketplace one behavior at a time: Perceived marketplace influence and sustainable consumption," Journal of Business Research, Elsevier, vol. 67(9), pages 1953-1958.
    3. Paul Gibson & Silvia Seibold, 2014. "Understanding and influencing eco-luxury consumers," International Journal of Social Economics, Emerald Group Publishing Limited, vol. 41(9), pages 780-800, September.
    4. Han, Jinghe & Seo, Yuri & Ko, Eunju, 2017. "Staging luxury experiences for understanding sustainable fashion consumption: A balance theory application," Journal of Business Research, Elsevier, vol. 74(C), pages 162-167.
    5. Esben Pedersen & Wencke Gwozdz, 2014. "From Resistance to Opportunity-Seeking: Strategic Responses to Institutional Pressures for Corporate Social Responsibility in the Nordic Fashion Industry," Journal of Business Ethics, Springer, vol. 119(2), pages 245-264, January.
    6. Iain Davies & Zoe Lee & Ine Ahonkhai, 2012. "Do Consumers Care About Ethical-Luxury?," Journal of Business Ethics, Springer, vol. 106(1), pages 37-51, March.
    7. Virginie de Barnier & Sandrine Falcy & Pierre Valette-Florence, 2012. "Do consumers perceive three levels of luxury? A comparison of accessible, intermediate and inaccessible luxury brands," Post-Print halshs-00786023, HAL.
    8. Yang, Chen-Lung & Lin, Shu-Ping & Chan, Ya-hui & Sheu, Chwen, 2010. "Mediated effect of environmental management on manufacturing competitiveness: An empirical study," International Journal of Production Economics, Elsevier, vol. 123(1), pages 210-220, January.
    9. Paul McDonald, 2018. "Sustainability management: research insights from social cognitive neuroscience," Business Strategy and the Environment, Wiley Blackwell, vol. 27(8), pages 1355-1367, December.
    10. Juvan, Emil & Dolnicar, Sara, 2014. "The attitude–behaviour gap in sustainable tourism," Annals of Tourism Research, Elsevier, vol. 48(C), pages 76-95.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Jian Wang & Yen Hsu, 2019. "Does Sustainable Perceived Value Play a Key Role in the Purchase Intention Driven by Product Aesthetics? Taking Smartwatch as an Example," Sustainability, MDPI, vol. 11(23), pages 1-24, November.
    2. Luming Zhao & Jiaxi Peng & Shubin Yu, 2023. "Sustainable Luxury and Consumer Purchase Intention: A Systematic Literature Review," SAGE Open, , vol. 13(4), pages 21582440231, December.
    3. Kostoula Margariti, 2021. "“White” Space and Organic Claims on Food Packaging: Communicating Sustainability Values and Affecting Young Adults’ Attitudes and Purchase Intentions," Sustainability, MDPI, vol. 13(19), pages 1-26, October.
    4. Maria Teresa Cuomo & Pantea Foroudi & Debora Tortora & Shahzeb Hussain & T.C. Melewar, 2019. "Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption," Sustainability, MDPI, vol. 11(23), pages 1-21, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Pengji Wang & Adrian T. H. Kuah & Qinye Lu & Caroline Wong & K. Thirumaran & Emmanuel Adegbite & Wesley Kendall, 2021. "The impact of value perceptions on purchase intention of sustainable luxury brands in China and the UK," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 325-346, May.
    2. Fernanda Muniz & Francisco Guzmán, 2021. "Overcoming the conflicting values of luxury branding and CSR by leveraging celebrity endorsements to build brand equity," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 347-358, May.
    3. Janssen, Catherine & Vanhamme, Joëlle & Leblanc, Sina, 2017. "Should luxury brands say it out loud? Brand conspicuousness and consumer perceptions of responsible luxury," Journal of Business Research, Elsevier, vol. 77(C), pages 167-174.
    4. Cesare Amatulli & Matteo Angelis & Alessandro M. Peluso & Isabella Soscia & Gianluigi Guido, 2019. "The Effect of Negative Message Framing on Green Consumption: An Investigation of the Role of Shame," Journal of Business Ethics, Springer, vol. 157(4), pages 1111-1132, July.
    5. Wintschnig, Bea Alexandra, 2021. "The Attitude-Behavior Gap – Drivers and Barriers of Sustainable Consumption," Junior Management Science (JUMS), Junior Management Science e. V., vol. 6(2), pages 324-346.
    6. Osburg, Victoria-Sophie & Yoganathan, Vignesh & McLeay, Fraser & Diallo, Mbaye Fall, 2022. "(In)compatibilities in sustainable luxury signals," Ecological Economics, Elsevier, vol. 196(C).
    7. Felix Septianto & Yuri Seo & Amy Christine Errmann, 2021. "Distinct Effects of Pride and Gratitude Appeals on Sustainable Luxury Brands," Journal of Business Ethics, Springer, vol. 169(2), pages 211-224, March.
    8. Sara Alghanim & Nelson Oly Ndubisi, 2022. "The Paradox of Sustainability and Luxury Consumption: The Role of Value Perceptions and Consumer Income," Sustainability, MDPI, vol. 14(22), pages 1-22, November.
    9. Luming Zhao & Jiaxi Peng & Shubin Yu, 2023. "Sustainable Luxury and Consumer Purchase Intention: A Systematic Literature Review," SAGE Open, , vol. 13(4), pages 21582440231, December.
    10. Mbaye Fall Diallo & Norchène Ben Dahmane Mouelhi & Mahesh Gadekar & Marie Schill, 2021. "CSR Actions, Brand Value, and Willingness to Pay a Premium Price for Luxury Brands: Does Long-Term Orientation Matter?," Journal of Business Ethics, Springer, vol. 169(2), pages 241-260, March.
    11. Jennifer Kunz & Stephanie May & Holger J. Schmidt, 2020. "Sustainable luxury: current status and perspectives for future research," Business Research, Springer;German Academic Association for Business Research, vol. 13(2), pages 541-601, July.
    12. Silvia Blasi & Lorenzo & Silvia Rita Sedita, 2019. "Eco-friendliness and fashion perceptual attributes of fashion brands: an analysis of consumers’ perceptions based on Twitter data," "Marco Fanno" Working Papers 0237, Dipartimento di Scienze Economiche "Marco Fanno".
    13. Beatrice Lerma & Doriana Dal Palù & Marco Actis Grande & Claudia De Giorgi, 2017. "Could Black Be the New Gold? Design-Driven Challenges in New Sustainable Luxury Materials for Jewelry," Sustainability, MDPI, vol. 10(1), pages 1-14, December.
    14. Dangelico, Rosa Maria & Alvino, Letizia & Fraccascia, Luca, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    15. Smirti Kutaula & Alvina Gillani & Diana Gregory-Smith & Boris Bartikowski, 2024. "Ethical Consumerism in Emerging Markets: Opportunities and Challenges," Journal of Business Ethics, Springer, vol. 191(4), pages 651-673, May.
    16. Jean-Noël Kapferer & Anne Michaut-Denizeau, 2020. "Are millennials really more sensitive to sustainable luxury? A cross-generational international comparison of sustainability consciousness when buying luxury," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 35-47, January.
    17. Iulia C. Muresan & Rezhen Harun & Felix H. Arion & Anca Monica Brata & Ioan Aurel Chereches & Gabriela O. Chiciudean & Diana E. Dumitras & Camelia F. Oroian & Olivia Paula Tirpe, 2021. "Consumers’ Attitude towards Sustainable Food Consumption during the COVID-19 Pandemic in Romania," Agriculture, MDPI, vol. 11(11), pages 1-15, October.
    18. Kong, Hyun Min & Witmaier, Alexander & Ko, Eunju, 2021. "Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands," Journal of Business Research, Elsevier, vol. 131(C), pages 640-651.
    19. Květa Olšanová & Gina Gook & Marija Zlatić, 2018. "Influence of Luxury Companies' Corporate Social Responsibility Activities on Consumer Purchase Intention: Development of a Theoretical Framework," Central European Business Review, Prague University of Economics and Business, vol. 2018(3), pages 1-25.
    20. Naïade Anido Freire & Leïla Loussaïef, 2018. "When Advertising Highlights the Binomial Identity Values of Luxury and CSR Principles: The Examples of Louis Vuitton and Hermès," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(4), pages 565-582, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:11:y:2019:i:18:p:5105-:d:268307. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.