Influencing factors of Chinese consumers' purchase intention towards sustainable luxury

Abstract

Purpose The authors examined the influence of perceived value on consumer attitude and purchase intention (PI) and the relationship between attitude and PI towards sustainable luxury products (SLP) in China. Design/methodology/approach An online survey was conducted with 935 consumers of luxury fashion in mainland China. Structural equation modelling was applied to measure and analyse the relationship between values (i.e. hedonic values, social values, and value for money) and consumer attitude and PI. Findings Consumers' multidimensional values positively affected their attitude. Social values and value for money had a significant positive effect on PI towards SLP. However, hedonic values had no effect on PI. Research limitations/implications The sample was drawn from first-tier cities in China, and the results cannot be generalised. The authors examined three dimensions of consumption values. Future research should consider additional markets, values, and influencing factors. Practical implications Luxury companies should understand Chinese consumers' diverse values and develop sustainable products that meet consumers' principles. These principles increase the perceived value of the products and thereby guide luxury brands to make marketing strategies to increase sales. Originality/value This is the first empirical study to use the theory of perceived value scale (PERVAL) to understand consumer behaviour regarding SLP in China.