Purpose

This study investigated the antecedents influencing purchase intentions of sustainable luxury products using the stimulus-organism-response (S-O-R) model.

Design/methodology/approach

The data were collected from 513 participants through surveys about recent purchases of sustainable luxury products. As part of this study, the authors visited luxury retail outlets in Hyderabad, Mumbai and Chennai, and AMOS version 23 was used to analyze the data.

Findings

Consumer trust and attitude (organism) are positively influenced by utilitarian, hedonic, epistemic, social and self-image (SEI) stimuli. Consumer trust and attitude (organism) have a significant impact on sustainable luxury purchase intention (response). In addition, escapism (ESC) moderated the organism–response relationship.

Practical implications

As a result of the findings regarding utilitarian, hedonistic, epistemic, social and SI aspects of luxury brands, practitioners can develop sustainable marketing strategies that will promote luxury brands.

Originality/value

This study contributes to the existing literature by examining the moderating role of entertainment (ENT) and ESC in the S-O-R model in terms of antecedents influencing the purchase intention of sustainable luxury products. Furthermore, this new model contributes by providing a deeper understanding of sustainable luxury shoppers' intentions in India through analyzing purchase intentions for sustainable luxury products.

中文翻译：

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识别影响可持续奢侈品零售产品购买意愿的因素

目的

本研究使用刺激-有机体-反应（SOR）模型调查了影响可持续奢侈品购买意向的前因。

设计/方法论/途径

这些数据是通过对 513 名参与者近期购买可持续奢侈品的调查收集的。作为本研究的一部分，作者走访了海得拉巴、孟买和金奈的奢侈品零售店，并使用 AMOS 23 版来分析数据。

发现

消费者的信任和态度（有机体）受到功利主义、享乐性、认知性、社会性和自我形象（SEI）刺激的积极影响。消费者信任和态度（有机体）对可持续奢侈品购买意愿（反应）有显着影响。此外，逃避现实（ESC）调节了机体-反应关系。

实际影响

根据奢侈品牌功利主义、享乐主义、认知、社会和 SI 方面的研究结果，从业者可以制定可持续的营销策略来推广奢侈品牌。

原创性/价值

本研究通过考察 SOR 模型中娱乐 (ENT) 和 ESC 在影响可持续奢侈品购买意向的前因方面的调节作用，对现有文献做出了贡献。此外，这种新模型通过分析可持续奢侈品的购买意图，有助于更深入地了解印度可持续奢侈品购物者的意图。