The Potential of Sustainability within Luxury Fashion. Investigating the Sustainability Impact on Consumers’ Purchasing Intention and Behavior within Luxury Fashion.
Loubière, Mathilde (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060822849
https://urn.fi/URN:NBN:fi:amk-2023060822849
Tiivistelmä
With sustainability gaining increasing importance in consumers' daily lives, understanding its impact on purchasing intentions and behaviors became crucial. The objectives were to analyze the correla-tion between attitudes and purchasing decisions, identify key factors affecting consumer behavior, and explore the role of sustainability in luxury fashion.
A deductive approach was employed, including a literature review, and a quantitative survey ques-tionnaire. The research sample consisted of a diverse range of luxury fashion consumers across young age groups. The findings revealed that consumers' positive attitudes towards sustainability positively influenced their purchasing intentions and behaviors within the luxury fashion sector. Additionally, attitudes towards luxury brands played a significant role in shaping consumers' preferences for sustain-able options.
The results showed that the younger generation exhibited a strong mobilization towards consuming more responsibly. These consumers were willing to make conscious choices aligned with their values. This finding highlights the emerging lifestyle choice of sustainability within the luxury fashion context.
Consequently, luxury fashion brands must adjust their strategies and incorporate sustainable practices to encounter the changing demands of today’s consumers. By communicating transparently about their sustainability initiatives, utilizing eco-friendly materials, and promoting fair labor practices, brands can establish themselves as leaders in the sustainable luxury fashion market.
In conclusion, it is essential to understand consumers' attitudes towards sustainability and luxury brands because it is shaping their purchasing intentions and behaviors within the luxury fashion indus-try. The findings highlight the need for luxury brands to embrace sustainability as a core aspect of their business strategy, catering to the growing demand for responsible consumption and environ-mental protection. By aligning with consumer values, luxury fashion brands can not only enhance their brand reputation but also contribute to a more sustainable future.
A deductive approach was employed, including a literature review, and a quantitative survey ques-tionnaire. The research sample consisted of a diverse range of luxury fashion consumers across young age groups. The findings revealed that consumers' positive attitudes towards sustainability positively influenced their purchasing intentions and behaviors within the luxury fashion sector. Additionally, attitudes towards luxury brands played a significant role in shaping consumers' preferences for sustain-able options.
The results showed that the younger generation exhibited a strong mobilization towards consuming more responsibly. These consumers were willing to make conscious choices aligned with their values. This finding highlights the emerging lifestyle choice of sustainability within the luxury fashion context.
Consequently, luxury fashion brands must adjust their strategies and incorporate sustainable practices to encounter the changing demands of today’s consumers. By communicating transparently about their sustainability initiatives, utilizing eco-friendly materials, and promoting fair labor practices, brands can establish themselves as leaders in the sustainable luxury fashion market.
In conclusion, it is essential to understand consumers' attitudes towards sustainability and luxury brands because it is shaping their purchasing intentions and behaviors within the luxury fashion indus-try. The findings highlight the need for luxury brands to embrace sustainability as a core aspect of their business strategy, catering to the growing demand for responsible consumption and environ-mental protection. By aligning with consumer values, luxury fashion brands can not only enhance their brand reputation but also contribute to a more sustainable future.