Silvia Seibold - Academia.edu (original) (raw)
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Papers by Silvia Seibold
International Journal of Social Economics, 2014
Purpose – The purpose of this paper is to explain how the role of marketing for luxury brands can... more Purpose – The purpose of this paper is to explain how the role of marketing for luxury brands can be re-thought in order to ensure that such brands establish a strong connection between their luxury image and positive social and environmental values. Design/methodology/approach – The findings are based upon qualitative empirical research which informed a new categorisation of consumer motivations, through the application of self-determination theory which shows how concerns for environmental and social sustainability can be integrated with individual psychological needs. Findings – The findings provide a deep understanding of consumers of luxury-eco products which could be used by marketing practitioners to shape socially responsible purchasing decisions. Research limitations/implications – The research was designed for theory building, not theory-testing, so future research would be needed to study the efficacy of the recommended strategies for encouraging eco-luxury behaviour. Pra...
International Journal of Social Economics, 2014
Purpose – The purpose of this paper is to explain how the role of marketing for luxury brands can... more Purpose – The purpose of this paper is to explain how the role of marketing for luxury brands can be re-thought in order to ensure that such brands establish a strong connection between their luxury image and positive social and environmental values. Design/methodology/approach – The findings are based upon qualitative empirical research which informed a new categorisation of consumer motivations, through the application of self-determination theory which shows how concerns for environmental and social sustainability can be integrated with individual psychological needs. Findings – The findings provide a deep understanding of consumers of luxury-eco products which could be used by marketing practitioners to shape socially responsible purchasing decisions. Research limitations/implications – The research was designed for theory building, not theory-testing, so future research would be needed to study the efficacy of the recommended strategies for encouraging eco-luxury behaviour. Pra...