The guilt-relief pill: the effect of a sustainability claim for luxury brands

Purpose This study aims to examine the mediating effect of anticipated guilt and the moderating effects of price level, product conspicuousness and purchase motives on purchase intention (PI) of luxury products with sustainability claim (SC) versus (vs) no sustainability claim (no SC). Design/methodology/approach Three experimental studies (Nstudy 1 = 210, NStudy 2 = 202 and NStudy 3 = 315) were conducted to investigate the effects. Findings Study 1 suggests that SC (vs no SC) can reduce the anticipated guilt of purchases for higher-priced luxury products, which in turn leads to higher PI. However, for lower-priced luxury products, this mediation effect is not significant. Study 2 concludes that the indirect effect of SC on PI through reducing guilt also depends on the product conspicuousness and is only substantial when the product is conspicuous. Study 3 provides evidence that the positive effect of SC (vs no SC) on PI mediated through anticipated guilt is prominent for hedonic (vs utilitarian) purchase motives. Research limitations/implications The implications are that emotions, particularly guilt, play a crucial role in luxury consumption decisions, and SCs can function as guilt-reducing licenses that permit consumers to indulge in luxury purchases while maintaining a positive self-image. Practical implications Luxury brands should integrate sustainability into their marketing efforts to increase consumer PI. Originality/value This study provides a novel contribution to the literature by proposing that the presence of SC acts as a guilt-mitigating mechanism to justify luxury purchases at different price levels. It also extends the work of previous research by examining the interaction effect of purchase motives and SC on PI toward luxury products.