Understanding and influencing eco-luxury consumers

Purpose - The purpose of this paper is to explain how the role of marketing for luxury brands can be re-thought in order to ensure that such brands establish a strong connection between their luxury image and positive social and environmental values. Design/methodology/approach - The findings are based upon qualitative empirical research which informed a new categorisation of consumer motivations, through the application of self-determination theory which shows how concerns for environmental and social sustainability can be integrated with individual psychological needs. Findings - The findings provide a deep understanding of consumers of luxury-eco products which could be used by marketing practitioners to shape socially responsible purchasing decisions. Research limitations/implications - The research was designed for theory building, not theory-testing, so future research would be needed to study the efficacy of the recommended strategies for encouraging eco-luxury behaviour. Practical implications - To increase the likelihood of practical applications, the authors follow the presentation of their findings with suggestions and examples for marketing to each of the consumer types identified by their research. Social implications - The findings of this research have implications of a global, environmental and social kind. The societal adoption of eco-luxury consumption is about educating consumer desire, shifting it from its current focus on personal satisfaction, to a higher level of personal and social flourishing. Originality/value - The findings effectively support the claims of self-determination theory by demonstrating how and why consumer motivations differ and how an improved sense of well-being can be achieved through internalised levels of self-determination.