Addressing the Cause-Related Marketing Paradox for Luxury Brands to Increase Prosocial Behavior and Well-Being

This article lays the foundations for an emerging research stream introducing a new framework: transformative luxury research (TLR). The framework conceptualizes the relationship between the luxury ecosystem and people's well-being, which is affected by the interaction between luxury production and consumption entities as well as macroenvironment elements. The TLR framework lies at the intersection of luxury research, macromarketing literature, and transformative consumer research. The framework focuses on the well-being of individuals and communities involved in the luxury field. TLR provides a holistic view of how interactions between the luxury consumption sphere, including different profiles of consumers, and the entities of the luxury production sphere (e.g., employees, suppliers, organizations, and communities), are shaped by macro-level luxury stakeholders. Among them are institutions, public policymakers, academics, and technology firms. How do they all affect the individual and collective well-being at the economic, cognitive, emotional, and social levels? This framework helps scholars embrace a transformative luxury research mindset to advance the literature examining the impact luxury has on people's well-being.

Section: Beyond Sustainable and Ethical Luxury: A Tlr Approachmentioning

confidence: 95%

Section: Beyond Sustainable and Ethical Luxury: A Tlr Approachmentioning

confidence: 99%

Section: Beyond Sustainable and Ethical Luxury: A Tlr Approachmentioning

confidence: 99%

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Transformative Luxury Research (TLR): An Agenda to Advance Luxury for Well-Being

Batat

2022

“…In recent years, corporate social responsibility (CSR) has taken a higher profile in the conduct of firms in the marketplace (Kim, Park, and Shrum 2022), As Peterson et al (2021) proposed, consumers should favor benevolent actions of businesses. Accordingly, consumers with higher attitudes toward business benevolence should indicate more support for sustainable business.…”

Section: Literature Reviewmentioning

confidence: 99%

Explaining Consumer Support for Sustainable Business Practices in the Frontier Market of Lebanon

Peterson

Watson

Abou-Khalil

2023

Frontier markets of the world are countries with promising long-term rewards for investors, but risky and uncertain prospects in the next few years. These pre-emerging markets include such countries as Nigeria, Bangladesh, Jordan and Lebanon. Although sustainable business practices have appeared in frontier markets, the fragility and volatility of these markets raise the question about the nature of consumer support for sustainability in these challenging markets. Specifically, not much is currently known about factors influencing consumers’ purchasing support for firms pursuing sustainable business practices in frontier markets. This study contributes to macromarketers’ understanding of frontier markets by addressing consumers’ support for sustainable business practices in Lebanon. Structural equation modeling results of survey responses suggest that sustainable business practices influence purchasing of Lebanese consumers and are positively affected by antecedents, such as 1) Attitude toward Business Benevolence, 2) Environmental Values, and 3) Concern about Business Ethics. These results correspond to those from a US sample suggesting that support for sustainable business is not merely a phenomenon for developed markets—but for frontier markets, as well.

“…Empirical work in this space has uncovered counterintuitive findings, positing that luxury and sustainability can be compatible and share common goals (Chen and Petersen 2022; Pai, Laverie, and Hass 2022), despite historic criticisms regarding materialism and waste as by-products of luxury. In a similar vein, burgeoning TLR work has considered how luxury brands can align luxury consumer values with CSR and prosocial values, defying the CSR–luxury paradox (Kim, Park, and Shrum 2022). This commentary addresses the role of rituals and rites of passage in the TLR space, identifying key intersections of luxury, rituals, and well-being, as well as proposing avenues for future research.…”

Section: Conceptual Backgroundmentioning

confidence: 99%

The Role of Luxury in Rituals and Its Transformative Potential for Consumer Well-Being

Azzari

Dadzie

Baker

2022

Driven by social media to capture each moment in life and to “keep up with the Joneses,” nearly every ritual is now cause for luxury consumption, fostering a culture in which bigger and grander is better. However, this commentary raises questions about these practices. How much is too much? What is truly better? Macromarketers must continue to weigh in on these issues. This commentary melds literature on consumer rituals, transformative luxury, and consumer well-being to explore what happens when consumers begin incorporating elements of luxury into more mundane and personal, but highly visible, ritual consumption practices, such as gender-reveal celebrations, divorce parties, and preschool graduations. We elucidate the field of transformative luxury research, examining the ways new and adapted rituals (infused with luxury) transform individual lives and culture, the impact of ritual disruptions, the roles of external influencers (e.g., social media, marketing), and the positive and negative impacts of these practices on consumer well-being.