Unraveling the Threads: How Feedback on Sustainability and Exclusivity Drives Pride and Fosters Word-of-Mouth in Luxury Fashion

This study examines the interplay between luxury fashion and consumer emotions focusing on how tailored feedback, centered on exclusivity or sustainability, shapes feelings of pride and subsequent consumer behavior. Using an experimental design with 394 participants, the research distinguishes between hubristic pride, associated with superiority and exclusivity, and authentic pride, tied to accomplishment and socially responsible choices. Findings reveal that feedback emphasizing exclusivity significantly heightens hubristic pride, which in turn drives positive word-of-mouth intentions, particularly for new luxury purchases. While feedback emphasizing sustainability does not significantly enhance authentic pride, authentic pride strongly drives positive word-of-mouth intentions, regardless of whether the purchase is second-hand luxury fashion or new luxury fashion. Overall, the study provides valuable insights for tailoring communication strategies and highlights the challenges of effectively communicating sustainability in luxury fashion.