Research remains divided regarding consumer perceptions of sustainable luxury, with past studies yielding inconclusive and/or contradicting results. By integrating Heider’s Balance Theory with Complexity Theory, we adopt a novel approach in research and examine the combinations of important factors shaping guest perceptions of the luxury-sustainability nexus. Data was analysed using fuzzy-set Qualitative Comparative Analysis (fsQCA) and Necessary Condition Analysis (NCA). In total, four pathways were revealed: i) sustainability concerns, ii) self-orientation, iii) social image and iv) concerns and risks which explain how consumers reconcile conflicting perceptions of luxury and sustainability. The results indicate that guest perceptions of sustainability in luxury hotels can be stimulated by different combinations of luxury value, guest awareness with sustainability, sustainability concern, sustainable guest behaviour, normative and sustainability beliefs and perceived risk. Through the provision of multiple pathways, the study advances knowledge by offering a multi-theoretical, configurational explanation of the luxury-sustainability paradox that moves beyond prior dichotomous views. It also carries practical value as results reveal several alternatives concerning the optimisation of luxury hotels’ sustainability programmes and their strategic development in terms of targeting their market segments. • Research remains divided regarding consumer perceptions of sustainable luxury. • We investigate hotel guest perceptions using balance and complexity theories. • Guest perceptions can be stimulated by different combinations of factors. • Four sufficient pathways can be used by hotels to optimise sustainability programmes.
Farmaki et al. (Thu,) studied this question.