Sustainable Versus Conspicuous Luxury Fashion Purchase: Applying Self-Determination Theory

Building on Self‐Determination Theory, the researchers examined whether consumers’ intrinsic values precede a relatively new concept of a “sustainable luxury purchase (SLP),” in which consumers make a conscious choice of purchasing luxury for its timeless style over short‐lived fashion and long‐lasting quality over excessive quantity. Also, the researchers explored whether extrinsic values drive a traditional, conspicuous luxury purchase (CLP). In addition, the researchers assessed whether both SLP and CLP led to positive affect which in turn influenced repurchase intention. Structural equation modeling (SEM) analysis based on 452 responses revealed the critical roles that intrinsic values (i.e., seeking personal style and social consciousness) and extrinsic values (i.e., seeking latest fashion, public self‐consciousness, and status consciousness) played in SLP and CLP, respectively. Interestingly, SLP predicted positive affect more strongly than did CLP stressing the importance of sustainable purchase in creating positive emotional responses toward luxury brands, which ultimately lead to repurchase intention.