The effects of team diversity on promoting sustainable luxury products
Article
Quach, Sara, Septianto, Felix, Thaichon, Parl and Sung, Billy. 2023. "The effects of team diversity on promoting sustainable luxury products." Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-12-2022-1064
Article Title | The effects of team diversity on promoting sustainable luxury products |
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ERA Journal ID | 19787 |
Article Category | Article |
Authors | Quach, Sara, Septianto, Felix, Thaichon, Parl and Sung, Billy |
Journal Title | Asia Pacific Journal of Marketing and Logistics |
Number of Pages | 22 |
Year | 2023 |
Publisher | Emerald |
Place of Publication | United Kingdom |
ISSN | 1355-5855 |
1758-4248 | |
Digital Object Identifier (DOI) | https://doi.org/10.1108/APJML-12-2022-1064 |
Web Address (URL) | https://www.emerald.com/insight/content/doi/10.1108/APJML-12-2022-1064/full/html |
Abstract | Purpose: This research examines the effect of team diversity on customer behavior (purchase likelihood) associated with sustainable luxury products and further considers the mediating role of customer skepticism and the moderating role of the growth mindset in these relationships. Design/methodology/approach: Study 1 aims to confirm the direct effect of team diversity on purchase intention and the mediating effect of customer skepticism. Featuring a fictitious brand, Study 2 seeks to test the moderating effects of a growth mindset. This research recruits participants located in the USA who have shopping experiences with a luxury product. Findings: The findings support the notion that team diversity can mitigate customers' skepticism while enhancing purchase likelihood. Moreover, this effect is stronger among those with a growth mindset. As such, the findings suggest that communicating the heterogeneous composition of team members can benefit sustainable luxury brands. Originality/value: Underpinned by the signaling theory and incremental theory, this research examines the effects of team diversity on customer behavior (purchase likelihood) related to sustainable luxury products, as well as the role of customer skepticism (as a mediator) and a growth mindset (as a moderator) in these relationships. Thus, the findings broaden the current diversity research which has predominantly focused on team decision-making and performance. © 2023, Emerald Publishing Limited. |
Keywords | Diversity; Skepticism; Purchase likelihood; Growth mindset; Sustainability; Luxury |
ANZSRC Field of Research 2020 | 350601. Consumer behaviour |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | Griffith University |
University of Queensland | |
School of Business | |
Curtin University |
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