How product culture and personal values shape sustainable luxury apparel consumption: a mindfulness perspective

Purpose This study examines how product culture shapes brand perception, how personal values influence consumer acceptance, and the mediating role of mindfulness in this process to uncover the drivers of purchasing decisions in sustainable luxury fashion. Design/methodology/approach This study employed a two-stage approach. Study 1 conducted semi-structured interviews with 17 Chinese luxury apparel consumers recruited through purposive sampling to identify key personal values and product cultural dimensions associated with sustainable luxury apparel. Study 2 empirically tested the proposed stimulus-organism-response (SOR) framework using survey data from a sample of 407 Chinese luxury apparel consumers. Findings The results demonstrate that consumers' intention to purchase sustainable luxury apparel is influenced by product culture (status and uniqueness) and personal values (altruism and biospheric values), with mindfulness serving as a cross-level cognitive regulatory mechanism mediating brand perception and value-driven decision-making. Originality/value This study innovatively introduces mindfulness into the study of sustainable luxury apparel consumption, highlighting the impact of personal values and product cultural aspects in shaping consumer behavior, and provides an innovative approach for luxury apparel brands to use mindfulness to enhance consumer awareness and brand loyalty.