How to Make Better Consumers in Luxury: The Role of Shame and Empathy

Abstract

Sustainable consumption—i.e., the use of products that minimize the use of natural resources and toxic materials as well as emissions of waste and pollutants so as not to jeopardize the needs of future generations (Oslo Roundtable 1994)—has emerged in marketing scholarship as a pressing matter. Indeed, sustainability is a key determinant of future economic growth and development. Both scientific research (e.g., Nidumolu et al. 2009) and business reports (e.g., Deloitte 2011) agree that sustainability has become a crucial driver of innovation, thus serving as a key as a critical success factor for firms. However, in some consumption contexts, such as in the luxury market, consumers are typically more reticent to consume sustainable products (Davies et al. 2011; Davies and Streit 2013). At the same time, the luxury market is also very interesting because of the influence of luxury consumption on socially valued behavior (Wilcox et al. 2014) and because of its relevance for the global economy (Bain & C. 2013). Nevertheless, despite the relevance of the relationship between sustainability and luxury, scientific research has overlooked the study of factors that might determine the effectiveness of communication strategies (e.g., advertisement scenarios or messages conveyed by salespersons) typically employed to promote sustainable luxury products. Indeed, according to Kapferer (2010), real luxury brands have already responded to the demand for sustainability, but have not adequately engaged in communicating their sustainable values. In particular, studies both from Bonini and Oppenheim (2008) and Davies et al. (2011) have underlined how one of the major barriers for sustainable luxury consumers is the lack of awareness and information. Therefore, researchers must investigate what drives conditions consumers to become more willing to buy sustainable products.