Luxury and sustainability: The role of message appeals and objectivity on luxury brands’ green corporate social responsibility

ABSTRACT

Luxury companies are facing a dilemma over green CSR communication. Consumers expect them to engage in pro-environmental practices, but at the same time they view luxury and sustainability as incompatible. Then, how can the brands communicate their efforts with consumers? This study investigates the effects of message objectivity (high vs. low) and appeals (environmental benefit vs. personal benefit) on the consumer’s evaluation of a luxury brand. Findings showed that an environmental benefit-focused message led consumers to perceive the brand’s CSR motive as public-serving, which eventually generated a positive company evaluation. Also, the message objectivity significantly moderated the relationship between the message appeal and company evaluation. This study contributes to broaden the understanding of consumer responses to the luxury brand’s green CSR practice and provide empirical communication strategies for luxury brands’ practitioners.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Eun Yeon Kang

Eun Yeon Kang (Ph.D., The University of Texas at Austin) is an associate professor of marketing at Kutztown University of Pennsylvania. Her research focuses on consumer psychology, green marketing, and corporate social responsibility.

Yoon Hi Sung

Yoon Hi Sung (Ph.D., The University of Texas at Austin) is an assistant professor in the Gaylord College of Journalism and Mass Communication at the University of Oklahoma. Her research interests are primarily in digital/social media, media psychology, and corporate social responsibility.