Luxury and sustainability: The role of message appeals and objectivity on luxury brands’ green corporate social responsibility

Luxury companies are facing a dilemma over green CSR communication. Consumers expect them to engage in pro-environmental practices, but at the same time they view luxury and sustainability as incompatible. Then, how can the brands communicate their efforts with consumers? This study investigates the effects of message objectivity (high vs. low) and appeals (environmental benefit vs. personal benefit) on the consumer’s evaluation of a luxury...