✅ Common and Contradictory Motivations in Buying Intentions for Green and Luxury Automobiles - Artikel

Luxury is often blamed for creating social inequality and hampering sustainability,
especially in the social and environmental realms. For instance, luxury goods entice people to
conspicuous consumption that may result in showing off. However, study results show that luxury
and environmental sustainability have common features. Notably, previous research mainly examined
motivations for green purchases in general without relating to the specific product categories such
as durables. Therefore, this study examines the relationship between these two?green and luxury
automobile buying intentions?by analyzing the survey results of 1601 respondents relating to
more than 60 nationalities. In contrast to a substantial effect on luxury buying intentions, perceived
conspicuousness has no significant positive effect on green auto purchase intentions, and that price
value has a limited influence compared with the effect on luxury automobile purchase intentions.
Furthermore, hedonism has a less positive impact on green auto purchase intentions compared to
its impact on luxury automobile buying intentions. The ?extended self? and the perception of high
quality have been found to be drivers of luxury and green automobile purchase intentions, while
unique value appears to have no impact on purchase intentions for green and conventional luxury
automobiles. The present study contributes to the extant research by investigating common and
contradictory motivations for luxury and green buying intentions of automobiles. Furthermore, it
suggests a reconsideration of the traditional view that luxury and environmental consumption are
inconsistent and contradictory concepts. The complementary managerial implications of this study
guide practitioners in positioning the situatable variants of their automobiles as ethical luxury.

Autor

Prof. Dr. Ralf Wagner
Farhad Aliyev; Stefan Seuring