Factors Affecting Sustainable Luxury Purchase Behavior: A Conceptual Framework

In recent years, there has been a paradigm shift in the luxury realm as consumers are increasingly inclined toward sustainable orientation. Yet, very few studies have been performed in this domain to gain an in-depth understanding about sustainable luxury consumer behavior. This study is based upon an extensive review of literature and aims to fill this gap by classifying various factors pertaining to sustainable luxury purchase intention into four broad categories, namely, culture, self-oriented (personal) values, others-oriented (social) values and economic value. Going further, an integrated conceptual framework based on dual theoretical framework of theory of planned behavior (TPB) and Schwartz’s value theory is proposed in the study to provide a holistic view about the key determinants of sustainable luxury fashion consumption.