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CONSPICUOUS CONSERVATION: THE ROLE OF SUSTAINABLE BRAND CHOICES IN SIGNALING IDENTITY AND SOCIAL STATUS Suharti; Lukmanul Hakim; Dahrul Aman Harahap
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

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Abstract

This article examines the concept of conspicuous conservation, focusing on how sustainable brand choices function as signals of identity and social status in contemporary consumer behavior. As sustainability becomes increasingly visible in the marketplace, consumers are not only motivated by environmental concerns but also by the desire to express values and gain social recognition. Using a narrative literature review, this study integrates insights from marketing, sociology, and consumer psychology to explore the dual role of sustainable consumption as both ethical behavior and symbolic signaling. The findings highlight key themes, including sustainability as identity expression, status signaling through ethical consumption, the role of visibility, and the tension between intrinsic and extrinsic motivations. The study further explains the mechanisms of conspicuous conservation, emphasizing the importance of social comparison, cultural context, and public visibility in shaping consumer behavior. In addition, several moderating factors are identified, such as income, cultural norms, brand credibility, and consumer awareness. A conceptual framework is proposed to illustrate how sustainable choices translate into social recognition and consumer outcomes. The article contributes by linking sustainability with signaling theory and offers practical implications for designing authentic and effective sustainable branding strategies.
Co-Authors A. Muid Fabanyo A. Sriyanti A. Sriyanti, A. Adrian Tawai Afifah, Natasya Gita Agung Nusantara Alvionita, Mieke Amieratunnisa , Aniesah Amrillah Azrin Andarwulan, Setiana Andi Dian Angriani Andi Dian Angriani, Andi Dian Andi Ika Prasasti Abrar Andi Ika Prasasti Abrar, Andi Ika Prasasti Anggi Arizty Pratiwi Anisa Fatimatus Salsabela Annisa Fajri Ardian Kahfi Arfan Nusi Ariyanto, Ahmad Arsita Sari, Suci Asmaul Husna Atiqoh Atisa Aprilia Avrilia Ayunina AZIZAH AMAL Badaruddin Bagus Abdillah Baharuddin Cek Masnah Choirunnisa, Aulia Cholid, Abd Dahrul Aman Harahap DARYONO Dhian Gowinda Luh Safitri Diah Amelia Azzahra Didi Suwardi DIDIK PURWANTO Dwi Atmini , Ninik Edi Setiawan Edwita Eli Hendrik Sanjaya Elsa Fatimatuz Zahro Emzia Fajri Endrizal Endrizal, Endrizal Erwin Jusuf Thaib evelyn wijaya Fadila, Sindy Faradilla Mustafa Farihah Indriani Firdaus Firdaus Firdaus Firmantomo, Arnol Fitri Febrianti Fitri, Anisa Fitriani Nur Friska, Della Gosy Endra Vigriawan Guntur, Anantasia H., Ardia R. Hadi Hasibuan, Sofyan Hairunnisa Hairunnisa Harwanto Hasbi Hayati Hendri Mulyadi Herman Efrizal Hidayat, Taufik Septiyan Hilmirrahma Husnul Idris, Alya Cahyani Ihsanti Ima Andriyani Irayani Kardila Kartika Rinakit Adhe, Kartika Rinakit Kartika Wijayanti Khairunnisa, Indah Kurnia, Anita Wanodiya Kwarta, Cityta Putri LALU ABDURRACHMAN WAHID Lalu Moh Yudha Isnaini Latuconsina, Nur Khalisah Layla Hafni Lestari, Sovi Ayu Liqanatul Putri Sholikah Lisnasari Andi Mattoliang Lisnasari Andi Mattoliang Lukmanul Hakim M. Rully Sjahirul Alim M. Torero Rigel Centeury Malik, Elmy Selfiana Mallevi Agustin Ningrum, Mallevi Agustin MARDIANA Maria Ulpa Mariyam Zanariah Martha Ng Mayana Melia Dwi Widayanti Miftahul Jannah Millenia Larasati Mimelientesa Irman Moh. Ifkhal Sianto Muh. Nur Muhammad Muhyi, Muhammad Muhammad Reza Muhammad Rusmin, Muhammad Muhammad Rusydi H. Muhammad Yaumi Munir Munirah Mutia Kahanna Naharullah, Ahmad Sazky Nashrudin Latif Nazilla Nugraheni Nicholas Renaldo Novitasari, Prihatini Dini Nur Kholifah, Liliana Nur Kholis Nur Miftahul Jannah Nurfadila, Suci Nurhayati Nurhikmah Nurjannah Nurlaily, Mifta Nursalam nurul khotimah Pajriyanti, Vivi Paramitha Maylina Afifah Pashela, Perdana Pinton Setya Mustafa Prihandana , Gregorius Raditya Indra PUJI LESTARI Purwanto, Dedik Putra, Martinus Ludira Imok Putri, Amaliya Putri, Meisa Putri, Risma Aliviani Rachma Hasibuan Rafli Ramadhan, Muhamad Ramdhani, Lisda Rasdiana Rayhana RENATO, ADRIAN Rezki Yulianti, Sri Risnawati Yusuf Rizky Metro Siallagan Rizky, Rizky Novian Hariyadi Rosdiana Rossa Ragil Pangestuti Rozzy Aprirachman Ruqoyyah Fitri Rusmawati, Retno Danu Sabariah SARI, MIKE PERMATA Sasmita, Anggun Satuti, Luxmita Anna Singgih Prastawa Sinta Siti Sulaeha Sitti Nurhidayah IIyas Sosa, Sosa Hijria Audia Sri Sulasteri, Sri St. Aswiah Sufrianto Y. Hanapi Suharti, et.al Sukirman Sumardi Sundjaya, Tonny Surjani, Sri Heksi Indah Sustamy, Raffiky Pinandia Suyadi SUYONO Taufik, Kumar Teddy Chandra Tesia, Tesia Anggraini Melcan Tetty Rihardini Thamrin Tayeb Ujang Rohman Veronica WAQIDIL HIDAYAH, WAQIDIL Wati, Yenny Wawan Gunawan Wawan Gunawan WIWIK MUHIDAYATI, WIWIK Wiyarno, Yoso Wulan Patria Saroinsong Yes Matheos Lasarus Malaikosa Yetty Oktayanty Yohanes Selvianus Tola Yoso Wiyarno Yufiarti Yulia Tiska Yuliana Irnawati , Prita Yuliana Irnawati, Prita Yuliana, Prita Yulinda, Meli Yuneta Dwi Yunisari Yurisman ZARINA Zarkasih, Khamim Zuli Oktavia, Eva