Broadening the Concept of Luxury: Transformations and Contributions to Well-Being

Abstract

Luxury has always been an intrinsic part of human societies. Prior research shows how luxury transforms from being-to-having and owning-to-searching for meaningfulness via shifting from having-to-being and from owning-to-experiencing. The study here is a critical commentary of foundational literature that includes examining the ongoing luxury transformation in the ongoing COVID-19 era in a world of climate change and disaster displacements, environmental degradation, and awareness of future pandemics. Building on prior advances in luxury transformations and the macromarketing literature on well-being, this commentary takes a fresh look at the prevailing role of luxury and its accompanying well-being in Western European societies amid the progressing tripartite storm. This critical commentary serves to clarify and broaden luxury's meaning and roles in making the shift from a micro individualistic focus to a macromarketing sustainable foundation. Entering the fourth year of COVID-19, the commentary implies that luxury goes beyond experiencing to catalyze cherishing self-care, nurturing, and the well-being of others.

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

“…This commentary examines cultural rituals, transformative luxury, and various factors that influence consumer decision-making in this space. We concur with Cristini, Kauppinen-Räisänen, and Woodside (2022), who also argue in this issue that researchers need to move their understanding of luxury beyond a micro, individualist focus to a more cultural and macromarketing foundation; yet, herein, we show that linking individual choices and practices to macro-level cultural influences and disruptions is important. We argue that research needs to understand transformative luxury in rituals and its impact on well-being at both the individual level of satisfaction and the macro level of societal welfare (e.g., see Sirgy 2021).…”

“…Over time, TLR has shifted the conceptualization of what luxury means, moving from owning luxury goods, to seeking experiences and meaning, and, finally, to cherishing self-care, nurturing, and the well-being of others (Cristini, Kauppinen-Räisänen, and Woodside 2022). 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.…”

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

“…The authors examined cultural rituals, transformative luxury, and various factors that influence consumer decision making in this space. The contributions of the researchers' conceptual commentary align with Cristini, Kauppinen-Räisänen, and Woodside (2022). Both contributions emphasize the importance of linking individual choices and practices to macro-level cultural influences and disruptions.…”

“…Considering the second perspective, which involves a holistic and experience-centric view of the relationship between luxury and well-being, Cristini, Kauppinen-Räisänen, and Woodside (2022) offer a critical perspective on luxury. The perspective is especially critical because it relates to COVID-19, climate change, and other health, economic, and environmental crises in Western European countries.…”

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

“…Although the notion of luxury is easy to comprehend, and most people likely have an intuitive feel for what it means, there is little consensus regarding a precise definition. Part of the reason may be that the meaning of luxury is context-dependent and thus changes over time (Belk 1999; Cristini, Kauppinen-Räisänen and Woodside 2022). However, even for recent luxury research, the definitions vary substantially.…”