The Impacts of Implementing Sustainability Practices on Luxury Brands Perception and Purchase Decision of Generation Y and Z

DOI

10.2991/978-94-6463-234-7_76How to use a DOI?

Keywords

Generation Y; Generation Z; Marketing; Luxury Goods; Sustainability Practices

Abstract

Sustainability is one of the most important concerns in almost every aspect of the present day. The scrutiny to have sustainability in luxury products has grown over time. However, luxury and sustainability, or what one might call sustainable luxury might sound oxymorons, while in fact, they have a lot of attributes in common. The concept of sustainable luxury has been developed immensely to cater to the current largest demographic, Generation Y and Generation Z. These two generations are more socially and environmentally conscious whilst also partake as the largest consumer demographic in luxury brands. This study examines the impact of implementing sustainability practices on luxury brands’ perception and purchase intention by Generation Y and Generation Z. A quantitative survey research design was employed aiming at testing the model. It involved 350 participants which were divided into two groups. They were required to fill out an online survey focusing on either a luxury fashion marketing campaign or a luxury fashion marketing campaign with sustainability practices. The data were then analyzed by using structural equation modeling (SEM). The results of this study indicate sustainability practice message description positively impacts the purchase decision of luxury products by both generations Y and Z.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Sindhu Bhagaskara
AU  - Nurdin Sobari
PY  - 2023
DA  - 2023/09/29
TI  - The Impacts of Implementing Sustainability Practices on Luxury Brands Perception and Purchase Decision of Generation Y and Z
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 726
EP  - 733
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_76
DO  - 10.2991/978-94-6463-234-7_76
ID  - Bhagaskara2023
ER  -