Unmasking luxury consumption and its psychology: An experimental approach to understanding the motivations behind ethical and sustainable brand preferences

Abstract This research delved into the dynamics between pride, sustainability detectability, and product consciousness through three experimental studies conducted among Chinese millennials focusing on lavish brand. Grounded in the positive emotions theory, this study sought to discern the circumstances in which individuals with materialistic tendencies exhibit willingness to engage with sustainable luxury brands. The results of this meticulous experimental design indicate a positive relationship between materialism and the intention to purchase sustainable luxury brands, with pride identified as a mediating factor, and discussed the involvement of high conspicuousness of the product in the context of detectability of the brand's sustainability. Furthermore, this study offers insights through the positive emotion theory and examining the impact of self‐conscious emotions on buyer preferences regarding sustainable luxury brands. The findings from this theoretical research provide valuable insights for brand managers, scholars, and policymakers aiming to develop sustainable brands that resonate with the sentiments and values of conscientious consumers.