Path to sustainable luxury brand consumption: face consciousness, materialism, pride and risk of embarrassment

Purpose This study aims to examine the roles of face consciousness, materialism and emotions play in sustainable luxury brand consumption (SLBC) among Millennials in a Collective society. Design/methodology/approach Three experimental design studies using scenario-based methodologies along with the survey method were conducted in China to test the proposed research model. Findings Study 1 shows that face consciousness negatively and significantly affects SLBC, and this effect is mediated by materialism. Study 2 reveals that when Millennials experienced great authentic pride, there is a positive association between face consciousness and SLBC. Furthermore, Study 3 reveals that when Millennials are exposed to a high risk of embarrassment, materialists’ willingness to engage in SLBC increases. Research limitations/implications The current research has significant theoretical implications for studying SLBC, especially among young consumers. This study contributes to a better understanding of the relationships among face consciousness, materialism, pride, risk of embarrassment and SLBC in a Collective culture context, where luxury consumption is valued. Originality/value Sustainable luxury consumption is a new and under-examined research area. This research extends the SLBC literature in the context of a collective society and provides empirical evidence for sustainable consumption and luxury consumption in general. The research also contributes to the literature by examining the moderating role of self-conscious emotion in the relationship between face consciousness and SLBC.