This study examines the effect of value-expressive and social-adjustive luxury attitudes on sustainable behaviors, specifically ecologically conscious consumer behavior, and socially responsible consumer behavior. This study investigates the mediating effect of the desire for unique products on the relationship between value-expressive and social-adjustive attitudes and sustainable behaviors. The moderating roles of brand self-congruence and the cultural values of collectivism and masculinity on these relationships are also explored. The results offer support for the mediating role of the desire for unique products. Furthermore, the connection between the desire for unique products and ecologically conscious consumer behavior (but not socially responsible consumer behavior) is enhanced with the moderating cultural value of collectivism and the connection between the desire for unique products and socially responsible consumer behavior (but not ecologically conscious consumer behavior) is enhanced by the moderating factor of brand self-congruence. The findings help to explain the conflicting findings regarding luxury and sustainability.

中文翻译：

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奢侈品态度会影响可持续性吗？对独特产品、文化和品牌自我一致性的渴望的作用

本研究考察了价值表达和社会适应的奢侈品态度对可持续行为的影响，特别是具有生态意识的消费者行为和对社会负责的消费者行为。本研究调查了对独特产品的渴望对价值表达和社会适应态度与可持续行为之间关系的中介作用。还探讨了品牌自我一致性的调节作用以及集体主义和男子气概对这些关系的文化价值。结果为对独特产品的渴望的中介作用提供了支持。此外，对独特产品的渴望与具有生态意识的消费者行为（但不是具有社会责任感的消费者行为）之间的联系随着集体主义的适度文化价值以及对独特产品的渴望与具有社会责任感的消费者行为（但不是具有生态意识的消费者行为）之间的联系而增强行为）被品牌自我一致性的调节因素增强。这些发现有助于解释关于奢侈品和可持续性的相互矛盾的发现。