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Reshaping affordable luxury fashion : the green shift : how does the type of sustainability attribute impact young generations’ consumer behavior?

Heggem, Anne Sofie; Reistad, Ingrid
Master thesis
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URI
https://hdl.handle.net/11250/2734914
Date
2020
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  • Master Thesis [4207]
Abstract
Luxury fashion consumers are increasingly becoming more environmentally concerned and

consequently demand brands to meet their needs with responsible, yet luxurious products. This

trend is especially evident in Millennials and Generation Z, who are steadily becoming a key

consumer group for luxury brands. This thesis explores the way in which sustainable products

influence these young generations' product attitude and purchase intention in an emerging

segment of the luxury fashion industry, namely Affordable Luxury. Further, we aim to

establish whether the type of sustainability attribute, either related to the product itself or not,

cause distinctive reactions in the above mentioned parameters. Finally, the potential impact of

the product's ephemeral or durable nature is to be examined.

An online experiment was conducted to explore sustainable consumer behaviour in this

segment. Respondents were exposed to one of six variations of an affordable luxury product,

of either durable or ephemeral nature and with a product sustainability attribute that was either

product-related or non-product-related or alternatively, a conventional product. Perceptions of

the product's quality and social value were consequently measured, followed by an assessment

of their product attitude and purchase intention.

Findings indicate that young consumers have positive attitudes toward sustainable, affordable

luxury products. This effect only extends to purchase intention in certain contexts. Even still,

respondents perceived sustainable products to have a higher social value and product quality

than conventional ones, which in turn led to more positive attitudes and higher purchase

intentions. Differences between the type of sustainability attributes were established, and

respondents displayed a more favourable reaction to products with product-related

sustainability attributes over those that are non-product-related. The category the product

belongs to does not impact the attributes' effect on perceived product quality.

This thesis contributes to the field of sustainable luxury consumer behaviour by providing

insights into an emerging segment and a new consumer group. Managers of affordable luxury

brands should focus on introducing sustainable products with product-related sustainability

attributes to reap the benefits of heightened perceptions of quality and social value, which in

turn leads to more positive product attitudes and higher purchase intentions.

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