Examining the mediating role of consumer desire for luxury: Can perceived sustainability and natural rarity evoke willingness to pay more?,Journal of International Consumer Marketing

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Examining the mediating role of consumer desire for luxury: Can perceived sustainability and natural rarity evoke willingness to pay more?
Journal of International Consumer Marketing Pub Date : 2024-04-11 , DOI: 10.1080/08961530.2024.2333756
Xujia Wang ₁ , Billy Sung ₁ , Ian Phau ₁

Affiliation

The purpose of this study is to investigate how perceived sustainability and perceived natural rarity influence willingness to pay more for luxury. The mediating role of consumer desire for luxury ...

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