Staging luxury experiences for understanding sustainable fashion consumption: A balance theory application

Jinghe Han, Yuri Seo, Eunju Ko

Research output: Contribution to journalArticle

20 Citations (Scopus)


Increasingly, sustainable fashion products consumption (SFPC) receives attention from both academic scholars and practitioners. While fashion consumers profess concerns about sustainability issues, the extant literature demonstrates a gap between such concerns and actual consumption decisions and behaviors. This study illustrates how marketers can encourage contemporary consumers to become strongly oriented toward sustainable fashion product consumption (SFPC). Heider's balance theory and consumer luxury brand experiences explain and reveal how a state of psychological imbalance causes the attitude–behavior gap between sustainable fashion and SFPC behaviors. This report includes new propositions explaining SFPC that receive support via focus group interviews and direct observations and post-behavior interviews of staged shopping trips— each participant was given money (approx. USD $180) to spend in the two eco-fashion stores. Developing and staging memorable consumer-centered experiences that orient consumers toward SFPC encourages the consumers achieving desired balance states.

Original languageEnglish
Pages (from-to)162-167
Number of pages6
JournalJournal of Business Research
Publication statusPublished - 2017 May 1


All Science Journal Classification (ASJC) codes

  • Marketing

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