In recent years, the concept of environmental sustainability and corporate social responsibility are crucial for consumers and companies. This thesis was made to explore and gain a better understanding in how luxury consumer evaluation of alternatives are manifested by luxury companies' environmental sustainable practices. To investigate this, the research question: How do a variety of factors, including environmental sustainability, manifest in consumers' evaluation of luxury brands and products? was formulated. A qualitative research method was used with semi-structured interviews together with an inductive approach. With purposive sampling, fourteen interviewees that have consumed or are consuming luxury fashion were participating to help us gather helpful information for our bachelor thesis. The information gathered from the participants were analysed with thematic analysis method and discussed in connection with the literature review. In the conclusion it is shown that durability and quality are important considerations when making purchases, with price sensitivity being more important for infrequent consumers. Evaluations must take into account both external and internal factors. Despite the fact that many customers consider themselves to be environmentally conscious, there is a disconnect between this belief and how they actually purchase luxury fashion. Future sustainability in the luxury market is, however, looked forward to with confidence as customers demand more environmental responsibility from companies.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-129747 |
| Date | January 2024 |
| Creators | Messa, Amanda, Norén, Nattanicha, Olsen, Freja |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring och turismvetenskap (MTS) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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