| Author: | Chiriko, Amare Yaekob |
| Title: | Analyses of sustainable luxury product consumption values and their outcomes in the shopping tourism context |
| Advisors: | Kim, Sam (SHTM) |
| Degree: | Ph.D. |
| Year: | 2026 |
| Department: | School of Hotel and Tourism Management |
| Pages: | 1 volume (various pagings) : color illustrations |
| Language: | English |
| Abstract: | Driven by rising global incomes and an expanding middle-class population, luxury shopping in tourism has grown significantly in recent years in mature destinations and emerging markets. Alongside the surge in demand for luxury shopping, affluent tourists increasingly emphasize sustainable premium products. Consequently, leading luxury brands report setting sustainability goals and adopting practices that reflect a commitment to high-quality, ethically sourced materials and environmental stewardship. While recent studies indicate that travelers' interest in sustainable luxury products (SLPs) is increasing, what motivates travelers to shop for them remains unclear. The value that travelers derive from purchasing SLPs has not been investigated. Moreover, no comprehensive scale currently exists to measure the value that tourists gain from using SLPs. In addition, existing studies on SLPC focus solely on shoppers' satisfaction and behavioral intentions, without critically examining whether shoppers actually choose a sustainable luxury product over a traditional one. To address these gaps, this study draws on the theory of consumption values to develop a scale to measure sustainable luxury product consumption values (SLPCVs) in shopping tourism and investigate their perceived effects at the individual, brand, and societal levels. The study employed qualitative and quantitative research methods and followed a rigorous process to develop a reliable measurement scale for SLPCVs in tourism. Subsequently, quantitative data were collected from 1,059 US travelers through a marketing company. To test the hypotheses proposed across the three study levels, covariance-based structural equation modeling (CB-SEM) and hybrid choice modeling (HCM) were used as major analytical tools. Findings revealed that SLPCVs in tourism are a multidimensional construct, comprising functional value, social value, experiential value, eco-friendly value, and ethical value. The results from the CB-SEM analysis revealed outcomes for SLPCVs at the individual, brand, and societal levels. At the individual level, the findings demonstrated that SLPCVs significantly influence shoppers' attitudes toward and satisfaction with SLPC, which in turn predicted shoppers' cognitive well-being, social well-being, meaningful life, and transformation to sustainability. At the brand level, the results indicated robust associations between SLPCVs in tourism and key brand constructs such as brand innovativeness, brand attachment, brand engagement, brand commitment, willingness to pay more, and brand advocacy. At the societal level, the study revealed that SLPCVs in tourism significantly influence shoppers' intentions related to broader social outcomes, including social justice, philanthropy, fair trade, and pro-social shopping activism behavioral intentions. In addition, partial moderating effects of self-transcendence, celebrity endorsement, and global identity were found in interactions between SLPCV dimensions and outcome variables at the individual, brand, and societal levels, respectively. Moreover, all five dimensions of SLPCVs, as well as most brand attributes (brand profile, production volume, raw materials, extra payment, and price), predicted shoppers' preference for SLPs. Furthermore, female, Generation Z, and educated tourists exhibited a preference for SLPs, whereas higher-income ones did not. The results make significant contributions to knowledge and practice. Theoretically, the study operationalized SLPCVs in tourism and identified their dimensionality. The study also broadens the theory of consumption values by validating its application within the sustainable luxury shopping tourism context and identifying three new constructs (experiential value, eco-friendly value, and ethical value) that better capture the evolving shopping behavior of contemporary luxury tourists. From a practical perspective, luxury tourism brands and destinations can use the new scale to tailor offerings that appeal to sustainability-minded tourists, thereby enhancing their well-being and behavioral intentions. |
| Rights: | All rights reserved |
| Access: | open access |
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