Luxury in sync: how consumer, brand and influencer congruency drive sustainable luxury desire

Purpose Grounded in the Self-congruency theory and Cognition-Attitude-Behavior (CAB) framework, this research aims to develop a comprehensive framework to investigate consumer attitudes and behaviors toward sustainable luxury. By integrating consumer–influencer congruency, consumer–brand congruency and brand–influencer congruency, the research systematically investigates the interplay among consumer perceptions, attitudes and behavioral intentions. Design/methodology/approach A quantitative research design was employed using an online survey distributed through a consumer panel, yielding 647 valid responses. Data were analyzed using hierarchical regression method and PROCESS Macro to test the proposed hypotheses. Findings The findings reveal that all three forms of congruency positively influence consumer attitudes, which in turn significantly enhance both the desirability and purchase intention of sustainable luxury products. Moreover, the study uncovers a mediation effect, wherein the three congruency types indirectly influence luxury brand desirability and purchase intention through the mediating role of consumer attitude. Practical implications Given that consumers are motivated to act in alignment with their self-concept, sustainable luxury brands can strengthen perceived congruency and foster deeper emotional connections with consumers. Originality/value This research advances the literature by introducing a multidimensional congruency framework that incorporates consumer, brand, and influencer perspectives, contributing to the enhancement of self-congruency theory and CAB model. It also provides practical guidance for brands in respond to the evolving expectations of socially and environmentally conscious consumers.