German and South Korean cultural groups are examined in two studies to demonstrate the link between media communication about sustainability and its impact on eWOM and purchase intentions in luxury and non-luxury contexts. A mediation brand attitude model is used to compare groups across cultural, economic, environmental, and social sustainability dimensions, with trust as a moderator. Results indicate that sustainable communication is more effective for non-luxury brands in a cultural setting that features high awareness of needs for sustainability. The study indicates that luxury and non-luxury fashion brand advertisers should carefully consider cultural settings when providing sustainability information. Theoretical and managerial implications are discussed.
Bibliographical noteFunding Information:
This research was supported by a German Academic Exchange Service scholarship and the National Research Foundation of Korea Grant funded by the Korean Government (MOE) ( NRF-2017S1A2A2041810 ). This research was presented at the 2018 Global Marketing Conference in Tokyo and was later developed for submission to the Journal of Business Research.
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