Does Sustainable Consumption Behaviour Influence Luxury Services Purchase Intention?

Abstract

The current study adds to the literature on the indirect and direct effect of sustainability in luxury services purchase intention. The agenda of researchers and professionals in the luxury industry is constantly changing, and not consensual in the literature, but sustainability has been playing an important role in society. Luxury services have also followed this trend, although studies are still quite limited. The aim of this study is to understand the role of sustainability in a luxury service in purchasing decision-making. The authors employed a quantitative method approach, conducting an online survey with 734 respondents, mainly in Europe, Brazil, and North America. The analysis of empirical research reveals that the bigger the consideration a luxury service has for sustainability, the greater the purchase intention of the consumer. The results confirm the role of hedonism, perceived value, high quality, status-gratification, social image, and perceived self-expression in the purchase intention decision, leading to an indirect and direct influence on the purchase intention. Furthermore, the findings demonstrate that sustainable consumption behaviour plays a mediating role in the decision-making when purchasing a luxury service. The study results provide practical guidance for service managers considering sustainability. Practical implications for driving the growth of sustainable consumption behaviour conclude this article.

Exploring Factors Affecting Sustainable Consumption Behaviour

“…Based on the theoretical background, we also decided to study the direct effect of the influencing factors selected by us on SCB. The same approach was adopted by other researchers as well (Saari et al 2021;Wang et al 2014;Brandão and Cupertino de Miranda 2022;Le 2020;Joshi and Rahman 2019;Nekmahmud et al 2022). Most empirical results supported the conventional view that knowledge and behaviour are positively related (Wu et al 2016).…”

“…SCB is viewed from different perspectives (the policymaker's view, the marketing view, the consumer interest focus, and the ethical focus) and studied using different methodologies (Antonides 2017). Besides, this type of behaviour affects different areas, such as hospitality (Brandão and Cupertino de Miranda 2022;Wang et al 2021), the fashion industry (Hirscher 2013), food product markets (Mancini et al 2017;Fischer et al 2017;Feil et al 2020), the retail industry (Lehner 2015), and the forest sector (Häyrinen et al 2016). Furthermore, it has a variety of forms, from the interest in organic and fair-trade labels in purchase decisions, the consumers' stated willingness to pay for local food (Toms , a et al 2021), home water treatment plants, green walls, and eco-friendly architectural designs (Guzmán Rincón et al 2021), the recycling of waste using energy-efficient appliances, ethical investments, travel mode switch, or the purchase of recycled goods, to adopting minimalist ways among others (Francis and Sarangi 2022).…”

Unveiling the Untapped Potential of Green Consumption in Tourism

“…Another study compared European and non-European tourists' sustainable consumption values and choices [44]. The third study analysed respondents from Europe, Brazil, and North America to determine if sustainable consumption behaviour affects luxury service purchase intentions in the hospitality industry [45]. Asia had the highest number of studies (60%) in the literature set.…”

“…In Table 2, we can see which tourism industries were examined in the literature review. The most commonly studied industry was accommodations, with 51 studies covering hotels, eco-accommodations, and peer-to-peer accommodations [45,[48][49][50][51][52][53][54]. Other tourism industries were only touched upon in one to four studies each.…”

The Effect of Green Certificates on the Purchasing Decisions of Online Customers in Green Hotels: A Case Study from Saudi Arabia

“…Furthermore, half of those hotel guests who completed the survey said that hotels should do more to minimise their environmental impact, and an additional 20% said that they were unaware that hotels could do anything to reduce their environmental impact. These statistics show that hotel customers are concerned about the environmental impact of their hotel stays and are looking for hotels to be more sustainable (Brandão and Cupertino de Miranda, 2022) [59]. This highlights the importance of making ahotel as eco-friendly as possible.…”