Sustainable Versus Conspicuous Luxury Fashion Purchase: Applying Self-Determination Theory

Chung Wha Ki, Youn Kyung Kim

Research output: Journal article publicationJournal articleAcademic researchpeer-review

38 Citations (Scopus)


Building on Self-Determination Theory, the researchers examined whether consumers' intrinsic values precede a relatively new concept of a "sustainable luxury purchase (SLP)," in which consumers make a conscious choice of purchasing luxury for its timeless style over short-lived fashion and long-lasting quality over excessive quantity. Also, the researchers explored whether extrinsic values drive a traditional, conspicuous luxury purchase (CLP). In addition, the researchers assessed whether both SLP and CLP led to positive affect which in turn influenced repurchase intention. Structural equation modeling (SEM) analysis based on 452 responses revealed the critical roles that intrinsic values (i.e., seeking personal style and social consciousness) and extrinsic values (i.e., seeking latest fashion, public self-consciousness, and status consciousness) played in SLP and CLP, respectively. Interestingly, SLP predicted positive affect more strongly than did CLP stressing the importance of sustainable purchase in creating positive emotional responses toward luxury brands, which ultimately lead to repurchase intention.

Original languageEnglish
Pages (from-to)309-323
Number of pages15
JournalFamily and Consumer Sciences Research Journal
Issue number3
Publication statusPublished - 1 Mar 2016
Externally publishedYes


  • Affect
  • Conspicuous luxury purchase
  • Intrinsic and extrinsic values
  • Self-Determination Theory
  • Sustainable luxury purchase

ASJC Scopus subject areas

  • Cultural Studies
  • Sociology and Political Science


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