Luxury with Purpose: Ethical Brand Narratives and Consumer Decision-Making among Luxury Goods Buyers in Quezon City

Abstract

This study investigates the influence of ethical brand narratives—encompassing sustainability practices, corporate social responsibility (CSR), transparency, and purpose-driven storytelling—on consumer attitudes and purchase intentions toward luxury brands in Quezon City.  Using a quantitative descriptive-correlational design with 50 luxury goods buyers, the research evaluated perceptions of brand credibility, emotional engagement, and value alignment. Findings indicate highly favorable consumer attitudes (grand mean = 4.34) and positive purchase intentions (grand mean = 4.26). Spear man's rank-order correlation demonstrated robust, positive, and statistically significant associations between ethical narratives and both consumer attitudes (ρ = 0.842) and purchase intentions (ρ = 0.798). The results demonstrate the importance of purpose-driven communication in building trust and competitive advantage in the luxury market.