Pro-environmental self-identity effects on the prestige value of sustainable luxury goods

This study examines the role of luxury sustainability in shaping consumer behavior through pro-environmental self-identity and luxury consumption, focusing on how consumers leverage sustainable luxury choices for self-expression and self-presentation. The research explores the impact of luxury sustainability as a vehicle for social and ethical signaling, showing that pro-environmental self-identity enhances self-presentation, which contributes positively to perceived prestige and increases the consumer’s willingness to pay a premium for sustainable luxury goods. Findings reveal that self-presentation strongly impacts prestige, while self-expression alone does not significantly influence prestige value. This suggests that the role of luxury sustainability is primarily driven by social perception, allowing consumers to align their personal values with visible, ethical status symbols, rather than purely personal expression.