Logo it! Exploring the role of brand prominence on sustainable luxury purchase intentions in emerging markets: moderation of green trust

Purpose In today’s world, buyers are looking for the luxury brands that engage in sustainability. This study aims to uncover the underlying mechanisms that sustainable luxury buyers look into the brand communications through their brand logo. Using the self-congruity theory, the present study examines the mediation effects of luxury brand self-congruity (LBSC) and universalism on the relationship between Brand Prominence and Purchase Intention. Further, the study explores the moderating effect of Green Trust. Design/methodology/approach For this end, data (n = 436) was collected through mall intercept method in the metro cities of India where the stores of sustainable luxury fashion brands are present. Data was analysed using the R programming language through R Studio interface and IBM SPSS 25. Findings The results provide a partial mediation between the brand prominence and purchase intentions through both LBSC and universalism. Overall, LBSC exerts a more prominent indirect effect on purchase intentions in comparison to universalism. Further, a significant negative moderation effect of green trust is also observed. Practical implications The present study provides valuable insights for luxury marketing practitioners and brand managers looking to enter the field of sustainability. Using the findings and discussions, they can effectively plan and implement their communication strategy. Originality/value The present study provides significant insights into the literature about the working of brand prominence in an emerging economy such as India. The research also uncovered the relationship of brand prominence in the field of sustainable luxury fashion.