An investigation of unsustainable luxury: How guilt drives negative word-of-mouth

This research investigates consumers' reactions to luxury versus mass-market fashion products that are produced in an unsustainable manner. In particular, this research empirically assesses whether and why third-party information revealing the unsustainable nature of luxury versus mass-market fashion products may increase consumers' intention to engage in negative word-of-mouth about the manufacturing company. The results of four experiments...