In this way, such a consumer could demonstrate to the rest of society his or her desire for sustainable consumption but would also demonstrate his or her economic capacity above others. For Hardy and Van Vugt (2006), success in marketing products that are both luxurious and sustainable is based on being able to combine factors that generate both social altruism and factors that generate a status for the person who consumes them. In this way, the idea is to be able to generate products that generate both symbolic and social satisfaction through sustainable luxury consumption. In the same way, the same type of product could generate a double-purchase motivation. In this way, it seeks to know both the motivations that consumers have, to buy luxury products, as well as the motivations that they also have to buy sustainable products. (2019), luxury companies can successfully adopt sustainability when they manage to improve communication and marketing processes. In this way, conspicuous consumers could use this type of sustainable products, which allow them to generate a social reputation.įor Aliyev et al. However, this can change when brands have the ability to offer the conspicuous consumer products that are produced through sustainable processes but are, at the same time, eye-catching, original, and authentic.
(2020) showed that the conspicuous consumer often associates sustainable products with products without design, little aesthetics, very outdated, and uninteresting that is, with values that do not allow them to achieve a social distinction.
In this way, it is often pointed out that conspicuous consumption leads to social inequality and hinders sustainability, as this type of consumption attracts people who seek a clear social exposure through purchasing, the use and demonstration of products and services that allow them to excel socially for this reason, one might think that global brands that generate a social status could promote these social inequities on a large scale, as they have presence in several countries of the world ( Aliyev et al., 2019). However, the values of conspicuous consumption could be a barrier to sustainable consumption due to the eagerness to achieve ostentatious consumption at all costs. (2020) conspicuous consumption is associated with values that allow showing a greater economic capacity through the products that are consumed in public, which generate to said consumers a reputation and a social status. For this research, family allocentrism, ethnocentrism, and patriotism are considered antecedents of conspicuous consumption, and brand image and brand loyalty are considered their results.įor Jung et al. This research details the sustainable processes carried out by this brand in this developing country and the reasons why its consumption in this emerging market is considered conspicuous. This research used a quantitative methodology based on a structured questionnaire made for conspicuous consumers of the Starbucks brand in Colombia, whose data were processed through the statistical program PLS 3.2.7. This research allows us to see how Starbucks is able to generate conspicuous consumption in Colombia, which is the third largest exporter of coffee in the world but is also capable of generating sustainable processes that help Colombian coffee growers and the environment. In this way, this brand manages to transmit messages with symbolic values of social status, as well as social and environmental awareness. On the other hand, we explain how Starbucks contributes positively to sustainability in these types of markets, generating greater well-being for both the environment and society in general. In this way, we explain how this brand generates a social status in emerging markets, which allow their consumers to excel socially.
This study analyses the case of Starbucks as a global and sustainable brand, which also generates conspicuous consumption in emerging markets. United Nations, through its sustainable development agenda, invited companies to be aware of the social and environmental problems of the world and to be able to generate strategies that can be sustainable over time and allow the growth of both the company and society in general. However, conspicuous consumption often does not represent social and environmental values, because their products are often not characterized by being made through sustainable processes. 2Department of Marketing, University of Valencia, Valencia, SpainĬonspicuous consumption symbolizes ostentatious and material consumption through the purchase of products and services with a higher economic value and that allows their consumers to excel socially.1Department of Business Administration, Pontificia Universidad Javeriana, Bogotá, Colombia.Jose Andres Areiza-Padilla 1,2 * and Mario Andres Manzi Puertas 1
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