Impact of materialism on purchase intention of sustainable luxury goods: an empirical study in India

Purpose This study aims to examine the impact of the three dimensions of materialism, namely, possessiveness, envy and non-generosity along with attitude on the purchase intention of sustainable luxury products. Design/methodology/approach The research study contains a descriptive approach to research with a quantitative analysis done with exploratory and confirmatory factor analysis with 229 respondents. Findings The findings of the results contribute to research by extending the model of the theory of planned behavior with the material dimensions as an add-on. Research limitations/implications The same could have been extended to all major metro cities of Indian where luxury brands are present in malls. Practical implications This shows that the consumer with a high level of materialism trait would be a very prospective segment for sustainable luxury brands. Originality/value The study shows that the three dimensions of materialism do impact the purchase intention of sustainable luxury producers and these findings will be crucial for devising consumer behavior-based strategies for sustainable luxury brands.