Green initiatives, sustainable luxury brand purchasing and brand experience in an emerging market: a moderated mediation analysis

PurposeThis research investigates the effect of green initiatives on sustainable luxury brand purchasing intentions, employing sustainable involvement and attitude as mediators and brand experience as a moderator; the stimulus-organism-behavior-consequence model is utilized to understand this phenomenon comprehensively.Design/methodology/approachWe collected 503 survey responses from individuals who had bought sustainable luxury products via purposive sampling. Subsequently, we employed structural equation modeling and the PROCESS macro to analyze the data collected.FindingsThe results revealed that (1) green initiatives had a positive influence on sustainable involvement, attitude and sustainable purchasing intention; additionally, (2) sustainable involvement and attitude had a positive mediation relationship between the green initiatives and attitude, sustainable purchasing intention; likewise, attitude had a positive mediation relationship among them; (3) sustainable purchasing intention substantially affects customer word of mouth and satisfaction and (4) brand experience significantly moderates the association between sustainable purchasing intention, word-of-mouth and satisfaction.Originality/valueThe current study investigates consumer sustainable behavior, with the rising importance of sustainable luxury products and increasing consumer awareness of sustainability. Notably, this study introduces a fresh application of the stimulus-organism-behavior-consequences (SOBC) framework, marking a groundbreaking approach in sustainable luxury brand research.