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Journal of International Consumer Marketing Latest Articles

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Research Article

Examining the mediating role of consumer desire for luxury: Can perceived sustainability and natural rarity evoke willingness to pay more?

Xujia WangThe School of Management and Marketing, Curtin University, Perth, Western Australia

https://orcid.org/0000-0002-7799-7262

Billy SungThe School of Management and Marketing, Curtin University, Perth, Western Australia

Ian PhauThe School of Management and Marketing, Curtin University, Perth, Western AustraliaCorrespondence[email protected]

Published online: 11 Apr 2024

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https://doi.org/10.1080/08961530.2024.2333756
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