(A) study on the effect of fit between luxury experience and green charity on value perceptions

Abstract

Precedent research on public-interest linked marketing related to fit between luxury brands and charities focused only on measures to promote consumption and expand purchasing intent in terms of marketing of the brand products, and there were limitations to the consumer's perception of experience value and research in terms of charity. This study evaluates how fit between luxury consumption experience and charity affects consumer experience value, categorizing them according to the fit of the two experiences, recognizing them as one experience or a separate experience, and showing how they change the perceived consumer experience value. Experiment 1 was conducted to find out how the fit between luxury consumption experience and green charity affected the perceived consumption experience value. Experiment 2 identified how the message framing and the fit between luxury consumption experience and green charity affected the consumption experience value and the willingness of donation to charity. Furthermore, through the analysis of willingness of donation to charity according to the fit between luxury consumption experience and green charity, the theoretical and practical implications are provided. In addition, it also provides research value in value judgment on collaboration with luxury brands and charities, while also contributing to the environment by encouraging luxury consumers to think about making donations to the environment.