Consumers’ Ethical Beliefs and Dark Traits: Their Influence on Masstige Perception and Brand Evangelism in an Emerging Market

Abstract Drawing inspiration from masstige theory, this study investigates the influence of consumers’ ethical orientations (idealism and relativism) and dark personality traits (narcissism and Machiavellianism) in shaping their perceptions of masstige fashion brands and, subsequently, their brand evangelism behaviors. The study further examines the mediating role of masstige perception within this framework. Using convenience sampling method, a quantitative survey of Indian fashion consumers has been conducted and 303 valid responses were collected and analyzed with PLS-SEM. The findings indicate that idealism significantly enhances masstige perception, whereas relativism has no notable effect. Furthermore, both the dark traits positively predict masstige perception and brand evangelism, with masstige perception serving as a significant mediator in all relationships except that involving relativism. This research extends knowledge on consumer ethics, masstige marketing, and personality traits by offering empirical evidence from an emerging market context and integrating psychological dispositions with brand value perceptions.