{"id":434071,"date":"2026-08-24T17:23:57","date_gmt":"2026-08-24T09:23:57","guid":{"rendered":"https:\/\/library.usj.edu.mo\/?post_type=tnc_col_19837_item&p=434071"},"modified":"2026-08-24T18:33:06","modified_gmt":"2026-08-24T10:33:06","slug":"empowering-luxury-how-cause-related-marketing-influences-gen-z-and-millennials-post-purchase-guilt-in-chinas-high-end-retail-landscape","status":"publish","type":"tnc_col_19837_item","link":"https:\/\/library.usj.edu.mo\/zh\/scholarly-work-usj\/empowering-luxury-how-cause-related-marketing-influences-gen-z-and-millennials-post-purchase-guilt-in-chinas-high-end-retail-landscape\/","title":{"rendered":"EMPOWERING LUXURY: HOW CAUSE-RELATED MARKETING INFLUENCES GEN Z AND MILLENNIALS’ POST-PURCHASE GUILT IN CHINA’S HIGH-END RETAIL LANDSCAPE"},"content":{"rendered":"

PURPOSE: THIS STUDY EXPLORES THE EMOTIONAL IMPACT OF POST-PURCHASE GUILT ON YOUNGER CONSUMERS IN THE CHINESE LUXURY RETAIL MARKET, WITH A SPECIFIC FOCUS ON THE ROLE OF CAUSE-RELATED MARKETING (CRM) IN MITIGATING NEGATIVE EMOTIONS ACROSS LUXURY AND NON-LUXURY PRODUCT CATEGORIES.DESIGN\/METHODOLOGY\/APPROACH: A QUANTITATIVE EXPERIMENTAL DESIGN WAS UTILIZED, INVOLVING 326 RESPONDENTS EXPOSED TO DIFFERENT ADVERTISING SCENARIOS. THE STUDY TESTED THE IMPACT OF CRM ON POST-PURCHASE GUILT IN BOTH LUXURY (HIGH-PRICED) AND NON-LUXURY (MODERATELY PRICED) PRODUCT CONDITIONS, USING A 2 \u00d7 2 FACTORIAL DESIGN. THE DATA WERE ANALYZED USING ANCOVA TO ASSESS THE EFFECTS OF CRM CAMPAIGNS ACROSS CONDITIONS.FINDINGS: THE RESULTS DEMONSTRATE THAT CRM EFFECTIVELY REDUCES POST-PURCHASE GUILT ACROSS BOTH LUXURY AND NON-LUXURY PRODUCT CATEGORIES, PROVIDING A MORAL JUSTIFICATION FOR PURCHASES BY LINKING THEM TO A POSITIVE SOCIAL CAUSE. HOWEVER, CONTRARY TO EXPECTATIONS, THE IMPACT OF CRM WAS NOT SIGNIFICANTLY STRONGER IN THE LUXURY CONTEXT COMPARED TO NON-LUXURY. THIS SUGGESTS THAT CRM’S INFLUENCE ON POST-PURCHASE GUILT OPERATES UNIFORMLY, REGARDLESS OF PRODUCT TYPE.ORIGINALITY: THIS RESEARCH ENHANCES UNDERSTANDING MILLENNIAL AND GEN Z CONSUMER BEHAVIOR IN THE CHINESE LUXURY MARKET. THE FINDINGS OFFER ACTIONABLE INSIGHTS FOR LUXURY BRANDS, HIGHLIGHTING THE EFFECTIVENESS OF CRM IN ADDRESSING GUILT-RELATED CONCERNS, THEREBY INFORMING MARKETING STRATEGIES AIMED AT YOUNGER GENERATIONS.KEYWORDS: POST-PURCHASE GUILT, MILLENNIALS, GEN Z, CHINESE LUXURY RETAIL INDUSTRY, CAUSE-RELATED MARKETING.ACKNOWLEDGMENTS: THE FIRST AUTHOR WOULD LIKE TO THANK CEGE \u2013 RESEARCH CENTRE IN MANAGEMENT AND ECONOMICS, FUNDED BY THE MULTIANNUAL FUNDING PROGRAMME OF R&D CENTRES OF FCT \u2013 FUNDA\u00c7\u00c3O PARA A CI\u00caNCIA E TECNOLOGIA UNDER THE PROJECT UIDB\/00731\/2020. THE FOURTH AUTHOR WOULD LIKE TO THANK COMEGI FUNDED BY FCT \u2013 FUNDA\u00c7\u00c3O PARA A CI\u00caNCIA E TECNOLOGIA UNDER THE PROJECT UIDB\/04005\/2020.DOI: HTTPS:\/\/DOI.ORG\/10.58869\/EJABM10(3)\/06<\/p>","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","class_list":["post-434071","tnc_col_19837_item","type-tnc_col_19837_item","status-publish","format-standard","hentry","tnc_tax_19818-english","tnc_tax_19716-faculty-of-business-and-law","tnc_tax_19659-journal-article"],"taxonomy_info":[],"featured_image_src_large":false,"author_info":[],"comment_info":0,"featured_img":false,"coauthors":[],"author_meta":{"author_link":"https:\/\/library.usj.edu.mo\/zh\/author\/emilychan\/","display_name":"emily chan"},"relative_dates":{"created":"Posted 3 \u5929 ago","modified":"Updated 3 \u5929 ago"},"absolute_dates":{"created":"Posted on 24 8 \u6708, 2026","modified":"Updated on 24 8 \u6708, 2026"},"absolute_dates_time":{"created":"Posted on 24 8 \u6708, 2026 5:23 \u4e0b\u5348","modified":"Updated on 24 8 \u6708, 2026 6:33 \u4e0b\u5348"},"featured_img_caption":"","tax_additional":{"tnc_tax_19993":{"linked":[],"unlinked":[],"slug":"tnc_tax_19993","name":"SDGs"},"tnc_tax_19818":{"linked":["ENGLISH<\/a>"],"unlinked":["ENGLISH<\/span>"],"slug":"tnc_tax_19818","name":"LANGUAGE"},"tnc_tax_19716":{"linked":["FACULTY OF BUSINESS AND LAW<\/a>"],"unlinked":["FACULTY OF BUSINESS AND LAW<\/span>"],"slug":"tnc_tax_19716","name":"FACULTY \/ RESEARCH UNIT"},"tnc_tax_19664":{"linked":[],"unlinked":[],"slug":"tnc_tax_19664","name":"SUBJECT"},"tnc_tax_19659":{"linked":["Journal Article<\/a>"],"unlinked":["Journal Article<\/span>"],"slug":"tnc_tax_19659","name":"Document Type"}},"series_order":"","_links":{"self":[{"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/tnc_col_19837_item\/434071","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/tnc_col_19837_item"}],"about":[{"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/types\/tnc_col_19837_item"}],"replies":[{"embeddable":true,"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/comments?post=434071"}],"version-history":[{"count":1,"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/tnc_col_19837_item\/434071\/revisions"}],"predecessor-version":[{"id":436320,"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/tnc_col_19837_item\/434071\/revisions\/436320"}],"wp:attachment":[{"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/media?parent=434071"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}