A Conceptual Model of Factors Influencing Consumers’ Purchase Intention toward Sustainable Products in the Luxury Industry

Objective: In recent years, the concept of sustainable luxury has received increasing attention as the intersection of two major trends in consumer behavior, namely the desire for luxury goods on the one hand, and environmental and ethical concerns on the other. Despite extensive yet separate studies on sustainability and luxury consumption, much of the sustainability research to date has focused not on sustainable luxury consumption but on low-involvement shopping. Much less is known about high-profile consumption areas such as luxury purchases. The present study aimed to identify factors affecting consumers’ purchase intentions towards sustainable luxury goods in Iranian society. Focusing on Fishbein and Ajzen’s reasoned action model, this study examines consumers’ attitudes, subjective norms, and perceived behavioral control, and attempts to provide a conceptual framework for analyzing shopping behavior in this emerging field.

Method: The present study is a qualitative study with an exploratory approach, conducted using thematic analysis method based on the six-step model of Brown and Clark (2006). Data were collected through semi-structured interviews with 18 consumers who had experience purchasing luxury goods in the last two years. The statistical population of the study included consumers who had purchased luxury goods within 2 years. Therefore, the sample members were selected purposively, and participants were targeted to see who would contribute the most to understanding the central phenomenon. The sample size was also based on theoretical saturation. Textual data was organized in Max Q D A software and analyzed using thematic analysis at three levels of open, axial, and selective coding.

Findings: The findings revealed that consumers’ purchase intention toward sustainable luxury is shaped by three major categories of factors aligned with the Theory reasoned action. In the attitudinal dimension, values such as self-expressive value, functional value, minimalist value, sustainable value, and uniqueness value played significant roles. In the subjective norm dimension, values like social status, prestige, and conspicuous value influenced the decision-making process. The perceived behavioral control dimension highlighted critical barriers, including financial value and green washing, which undermined consumers’ trust and ability to make sustainable luxury purchases. Although luxury and sustainability may initially appear contradictory, the study found that shared characteristics such as high quality, durability, timelessness, rarity, and aesthetic appeal can align the two, enabling positive interaction.

Conclusion: The results of the study show that luxury brands can combine responsible consumption with distinction and prestige by designing authentic, ethical, and transparent narratives and help strengthen purchase intentions in sustainable luxury markets. Avoiding green washing, promoting environmental awareness, and strengthening the understanding of the true value of products will be the key to success in developing the sustainable luxury market in Iran. These findings can greatly assist policymakers and luxury brand managers in developing sustainable marketing strategies.