The effect of materialism and impression management purchase motivation on purchase intention for luxury athleisure products: the moderating effect of sustainability

Abstract

Purpose This study aims to identify the consumption mechanism by which consumers’ materialism creates purchase intentions for luxury athleisure products through impression management purchase motivation and to verify the moderating effect of sustainability in this mechanism. Design/methodology/approach This study conducted a scenario-based online survey by dividing into two groups according to the sustainability of luxury brand products (non-sustainable vs sustainable). Structure equation modeling (SEM) was performed to verify the hypotheses. Findings The SEM results showed that materialism has a positive effect on the purchase intention of luxury athleisure products. It was also confirmed that impression management purchase motivation mediates the relationship between materialism and purchase intention. As a result of examining the moderating effect of sustainability, materialism directly affects purchase intention for unsustainable products, but only indirectly affects sustainable products through impression management purchase motivation. Research limitations/implications This study expanded the research on luxury brands by providing the consumption mechanism of luxury athleisure considering sustainability. Practical implications Luxury brand marketers should strategically motivate consumers to purchase by activating materialistic tendencies such as ownership and display for general athleisure products and using impression management purchase motivation for sustainable products. Originality/value This study explored unresolved research areas on the consumption mechanism of luxury athleisure by identifying the mediating role of impression management purchase motivation in the relationship between materialism and luxury consumption and exploring the moderating role of sustainability.

Sustainable luxury brands: the moderating effects of salient identity-based goals

“…Specifically, a salient personal identity can bolster one’s self-identification as a distinct person and encourage better behavior (Bouman et al , 2021). Individuals with this salient identity may also engage in good deeds for self-serving or signaling purposes (Kim and Oh, 2022). In addition, social identity theories suggest that when people perceive themselves as part of a group, they are more likely to engage in activities that reinforce that role (Tajfel and Turner, 1986).…”

“…Not only universalism, but also symbolism exerts a positive impact on prosocial orientations. While symbolism often serves personal vanity, it can also benefit others by signaling one's concern for society and the environment through sustainable consumption (Kim and Oh, 2022). Symbolism motivates actions that simultaneously benefit oneself and others, allowing individuals to display wealth and status while also demonstrating altruism toward others.…”

“…Sustainability is a pressing issue for both the luxury industry and the sustainable luxury scholarship (Kim and Oh, 2022). The present study aims to provide a comprehensive definition of sustainable luxury brands that captures the essence of each concept.…”

Pengaruh Motivasi Dan Lingkungan Kerja Terhadap Kinerja Pada Dinas Pendidikan Kota Bandung

“…Ankli, R. E., & Palliam, R. ( 2012) motivasi memiliki dimensi yang berbeda, maka perlu dipertimbangkan masalah yang berhubungan dengan motivasi otonom, motivasi terkendali, dan motivasi sebagai sebuah prediktor kinerja. Kim, Y. and Oh, K.W. (2022) istilah lingkungan kerja terkait dengan serangkaian kondisi di mana pekerjaan dilakukan dengan mencatat kondisi termasuk "faktor fisik, sosial, psikologis dan lingkungan (seperti suhu, skema pengenalan, ergonomi dan komposisi atmosfer)".…”

Data_Sheet_1.CSV

“…HMN has a substantial impact on behavioral intentions, which in turn affects the actual behavior (25). Consumer motivation has been shown to influence purchase intentions and behavior in previous studies, implying that consumers' personal motivation could influence their intentions and consequently actual behaviors (25)(26)(27). Accordingly, the following hypothesis was proposed: H 2 : HMN has a positive effect on the intention to use WFD.…”