The effect of benign and malicious envies on desire to buy luxury fashion items

Sandra Maria Correia Loureiro, Maria Alejandra Pinero de Plaza, Mehdi Taghian

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)

Abstract

This study explores consumers’ desire for purchase of luxury fashion motivated by envy. Strong benign and malicious envies are psychological forces leading to action in various human endeavours including the purchase of products. Luxury fashion purchase and use in social settings motivated by envy is an attempt by some consumers to demonstrate the social status and to claim success by targeting, matching, or exceeding the envied others. The conceptual models developed to guide this study enable comparing the influences of benign and malicious envies through the processes of admiration, affiliation and moral disengagement leading to the desire to purchase luxury fashion. Data collected from 202 shoppers in a mall intercept in Lisbon indicate that benign envy, as compared to malicious envy, is a stronger predictor of desire to purchase luxury fashion items and is a motivation to improve social image, project success and allow positive comparison with the desired social status. Theoretical and managerial implications are discussed.
Original languageEnglish
Article number101688
Number of pages14
JournalJournal of Retailing and Consumer Services
Volume52
Early online date31 Oct 2018
DOIs
Publication statusPublished - Jan 2020

Keywords

  • Conspicuous consumption
  • Luxury fashion
  • Benign envy
  • Malicious envy
  • Desire to buy

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