earticle

영어

Sustainable luxury may evoke a sense of perceived aesthetic unfitness among traditional luxury shoppers; however, the potential impact of this perceived aesthetic unfitness—arising from the integration of sustainability into luxury—on consumption has been rarely examined. The present study explores the role of perceived aesthetic unfitness of sustainable luxury fashion in relation to subjective perspectives of luxury consumption (positive/negative) and brand attitude. Data was analyzed through structural equation modeling. The results reveal that, as predicted, both the negative and positive motivations for luxury significantly increase sustainable luxury perceived aesthetic unfitness. Perceived aesthetic unfitness leads to a significant increase in brand attitude. The results of this study provide essential information for luxury brand managers who want to incorporate sustainability into their product lines. The study offers detailed managerial implications by connecting its results to the existing body of research on luxury and sustainable consumption. The result that both positive (e.g., hedonic, self-expressive) and negative (e.g., conspicuous, materialistic) luxury motivations increase perceived aesthetic unfitness of sustainable luxury products aligns with earlier observations that luxury consumers maintain high aesthetic standards and may be resistant to design deviations from traditional luxury codes. While motivations differ in nature, both types appear to amplify sensitivity to aesthetic incongruities, particularly when sustainability is perceived to compromise visual refinement.