...Juyon Lee; Rajat Roy Purpose This study investigates the interplay among self-construal, ad appeals, environmental concern and consumer evaluations of sustainable luxury products. It examines how pride (aligned with independent self-construal) and gratitude (aligned with interdependent self...

... to the literature by exploring how opting for green (vs premium) brands leads consumers to feel authentic (vs hubristic) pride. Design/methodology/approach Three experimental studies were conducted to test the hypotheses related to green versus premium choices (Studies 1–3), public accountability (Study 2...