Sustainability claim, environmental misconduct and perceived hypocrisy in luxury branding

Purpose This paper aims to examine consumers’ evaluation of and reaction the coexistence brand misconduct sustainability claims through a series studies. Design/methodology/approach The research questions are examined across three Consumer’s scepticism corporate social responsibility (CSR) is considered driver distance. Brand hypocrisy postulated mediate relationship between CSR Furthermore, trust desire for exclusivity tested as moderators Findings findings showed that environmental leads perceived distancing. When luxury brands take action remedy their actions, distancing decrease. In addition, dilute Originality/value show that, standing in contradictory position, can still reduce distance by building strong toward brand. At same time, relating yearning exclusive products services, consumers with feel lower level even if gets involved misconduct.