Antecedents of Status Consumption of Fashion Brands–The Impact of Sustainability in the Post-COVID Era

Abstract

Purpose: The present study developed a conceptual model for the antecedents of status consumption for fashion brands in India. It also decoded how increased consumer focus toward sustainability has impacted the consumption of fashion brands. Methodology: Six consumption values and traits (i.e. the need for materialism, uniqueness, self-esteem, public selfconsciousness, social norms, and social media influence) were identified as critical factors based on a narrative literature review (NLR) of the status and sustainable consumption habits. Findings: We discovered unmistakable indicators that the luxury market is shifting toward a more sustainable paradigm. By choosing sustainable and organic options, consumers are showing fashion manufacturers more consideration. A shift in consumer values and characteristics (i.e. demand for materialism, uniqueness, self-esteem, public self-consciousness, social norms, and social media influence) is linked to a growing preference for sustainable fashion labels. Practical Implications: It was recommended that marketers address this paradigm shift in consumer values and traits by using sustainability as a key differentiator for luxury brands. Mindfulness may erode materialistic values so that brands may focus on “conscientious value” instead of “conspicuous value.” Our study is not free from limitations and allows scope for future researchers to test the conceptual model empirically. Originality: This study is an early attempt to evaluate the effects of sustainability concerns on post-COVID fashion brand consumption and the potential contributing elements.