earticle

영어

This study aims to analyze how consumer awareness of these ethics influences the value-attitude-purchase intention of luxury goods since global supply chain ethics significantly impact the sustainability of luxury goods companies. Applying the VAB (Value-Attitude-Behavior) model, this study classifies the value of luxury goods into five dimensions: functional value, individual value, rarity value, economic value, and social value. It then examines their effects on attitudes toward luxury goods and purchase intention. While existing research on luxury goods primarily focuses on their value and consumers’ attitudes, there is a lack of studies on how awareness of supply chain ethics affects the perceived value of luxury goods. Therefore, this study seeks to explore the moderating role of consumer awareness of luxury goods companies’ global supply chains in shaping the perceived value of luxury goods among potential buyers. Empirical analysis found that five out of seven hypotheses are supported except two hypotheses regarding functional value and economic value factors, and hypothesis regarding attitude and purchase intention was supported. This paper provides strategic implications to help luxury companies recognize the impact of global supply chain ethics on brand value.