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Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands

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  • Kong, Hyun Min
  • Witmaier, Alexander
  • Ko, Eunju

Abstract

German and South Korean cultural groups are examined in two studies to demonstrate the link between media communication about sustainability and its impact on eWOM and purchase intentions in luxury and non-luxury contexts. A mediation brand attitude model is used to compare groups across cultural, economic, environmental, and social sustainability dimensions, with trust as a moderator. Results indicate that sustainable communication is more effective for non-luxury brands in a cultural setting that features high awareness of needs for sustainability. The study indicates that luxury and non-luxury fashion brand advertisers should carefully consider cultural settings when providing sustainability information. Theoretical and managerial implications are discussed.

Suggested Citation

  • Kong, Hyun Min & Witmaier, Alexander & Ko, Eunju, 2021. "Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands," Journal of Business Research, Elsevier, vol. 131(C), pages 640-651.
    • Handle: RePEc:eee:jbrese:v:131:y:2021:i:c:p:640-651
    DOI: 10.1016/j.jbusres.2020.08.021
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    Cited by:

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    4. Ashish Kumar Jha & Nishant Kumar Verma, 2023. "Social Media Sustainability Communication: An Analysis of Firm Behaviour and Stakeholder Responses," Information Systems Frontiers, Springer, vol. 25(2), pages 723-742, April.
    5. Donthu, Naveen & Kumar, Satish & Pandey, Neeraj & Pandey, Nitesh & Mishra, Akanksha, 2021. "Mapping the electronic word-of-mouth (eWOM) research: A systematic review and bibliometric analysis," Journal of Business Research, Elsevier, vol. 135(C), pages 758-773.
    6. Philp, Matthew & Jacobson, Jenna & Pancer, Ethan, 2022. "Predicting social media engagement with computer vision: An examination of food marketing on Instagram," Journal of Business Research, Elsevier, vol. 149(C), pages 736-747.
    7. Choi, Dayeon & Seo, Yuri & Septianto, Felix & Ko, Eunju, 2022. "Luxury customization and self-authenticity: Implications for consumer wellbeing," Journal of Business Research, Elsevier, vol. 141(C), pages 243-252.
    8. Zheng Shen, 2023. "Mining sustainable fashion e-commerce: social media texts and consumer behaviors," Electronic Commerce Research, Springer, vol. 23(2), pages 949-971, June.
    9. Stutz, Adrian & Schell, Sabrina & Hack, Andreas, 2022. "In family firms we trust – Experimental evidence on the credibility of sustainability reporting: A replication study with extension," Journal of Family Business Strategy, Elsevier, vol. 13(4).
    10. Alsaad, Abdallah & Alam, Md. Moddassir & Lutfi, Abdalwali, 2023. "A sensemaking perspective on the association between social media engagement and pro-environment behavioural intention," Technology in Society, Elsevier, vol. 72(C).
    11. Patricia SanMiguel & Silvia Pérez-Bou & Teresa Sádaba & Pedro Mir-Bernal, 2021. "How to Communicate Sustainability: From the Corporate Web to E-Commerce. The Case of the Fashion Industry," Sustainability, MDPI, vol. 13(20), pages 1-27, October.

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