Sustainable Luxury in the New Age of Algorithm: Influence Mechanism of Algorithm on Sustainable Luxury Consumption

ABSTRACT With the rapid development of big data technology, we have entered the algorithmic era, where online consumption is closely linked to algorithmic recommendations. Driven by sustainable values, studying the impact of algorithmic recommendations on users' sustainable luxury compensation consumption has become an important way to explore how algorithms adapt to emerging consumer demands. Based on this, we conducted four studies through questionnaire surveys and experimental methods. Results showed that: (1) Compared with content algorithms, social algorithms make consumers have a higher willingness to purchase sustainable luxury goods, in which a sense of perceived control plays a mediating role; (2) Algorithmic transparency and algorithmic recommendation certainty moderate the influence of algorithm type on willingness to consume. This paper aligns with the growing environmental demands of consumers today and provides theoretical support and practical paths for the transformation of luxury consumption under the concept of sustainability.