Sustainability claim, environmental misconduct and perceived hypocrisy in luxury branding

• Published in: Spanish journal of marketing-ESIC 2023-11, Vol.27 (3), p.306-323
• Main Authors: Cheah, Isaac, Shimul, Anwar Sadat, Teah, Min
• Format: Article
• Language: English
• Subjects: Brand communication; Brand distance; Brand hypocrisy; Corporate social responsibility (CSR); Luxury brand; Marketing; Skepticism; Social responsibility; Sustainability; Sustainable development
• ISSN: 2444-9709; 2444-9695; 2444-9709
• DOI: 10.1108/SJME-02-2022-0012

Purpose This paper aims to examine consumers’ evaluation of and reaction to the coexistence of brand misconduct and sustainability claims through a series of studies. Design/methodology/approach The research questions are examined across three studies. Consumer’s scepticism of corporate social responsibility (CSR) is considered the driver of brand distance. Brand hypocrisy is postulated to mediate the relationship between scepticism to CSR and brand distance. Furthermore, brand trust and desire for exclusivity are tested as moderators of brand hypocrisy and brand distance. Findings The findings showed that environmental misconduct leads to perceived brand hypocrisy and brand distancing. When luxury brands take action to remedy their actions, the perceived brand hypocrisy and brand distancing decrease. In addition, brand trust and desire for exclusivity dilute the relationship between brand hypocrisy and brand distance. Originality/value The findings show that, standing in a contradictory position, brands can still reduce the consumers’ perceived brand distance by building a strong consumers’ trust toward the brand. At the same time, relating the luxury consumers’ yearning for the exclusive products and services, the findings show that the consumers with a strong desire for exclusivity feel a lower level of brand distance even if the brand gets involved in misconduct. Reivindicación de la sostenibilidad, mala conducta medioambiental y percepción de hipocresía en las marcas de lujo Propósito Este artículo examina la evaluación y la reacción de los consumidores ante la coexistencia de la mala conducta de la marca y las alegaciones de sostenibilidad a través de una serie de estudios. Diseño/metodología/enfoque Las preguntas de investigación se examinan a través de tres estudios. El escepticismo de los consumidores respecto a la RSC se considera el motor del distanciamiento de las marcas. Se postula que la hipocresía de la marca media la relación entre el escepticismo hacia la RSE y la distancia de la marca. Además, se comprueba que la confianza en la marca y el deseo de exclusividad son moderadores de la hipocresía y la distancia a la marca. Conclusiones Los resultados mostraron que la mala conducta medioambiental conduce a la percepción de hipocresía de la marca y al distanciamiento de la misma. Cuando las marcas de lujo toman medidas para remediar sus acciones, la hipocresía y el distanciamiento de marca percibidos disminuyen. Además, la confianza en la marc