Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands

摘要

German and South Korean cultural groups are examined in two studies to demonstrate the link between media communication about sustainability and its impact on eWOM and purchase intentions in luxury and non-luxury contexts. A mediation brand attitude model is used to compare groups across cultural, economic, environmental, and social sustainability dimensions, with trust as a moderator. Results indicate that sustainable communication is more effective for non-luxury brands in a cultural setting that features high awareness of needs for sustain ability. The study indicates that luxury and non-luxury fashion brand advertisers should carefully consider cultural settings when providing sustainability information. Theoretical and managerial implications are discussed.