An exploration of the relationship between sustainable practices by luxury fashion brands and consumer purchasing behaviour in Europe
Authors
Gitmez, Muhammed
Issue Date
2024
Degree
Master of Science (MSc) Marketing
Publisher
Dublin Business School
Rights holder
Rights
Abstract
This study investigates the relationship between the communication by luxury brands of their sustainable practices and the impact on consumer purchasing behaviour of luxury fashion brands in Europe as a result of that consumer information and awareness. Using a mixed methods approach combining focus group interviews and a quantitative survey, the research examines consumer awareness, attitudes and behaviours towards sustainability purchases in luxury fashion. Findings reveal that sustainability and ethical practices are becoming increasingly important factors in luxury fashion consumer culture and purchase uptake, but these are often secondary to style, quality and brand reputation. While consumers show high awareness of sustainability issues, they have different levels of knowledge about specific brand initiatives. Social media and digital storytelling emerge as a critical channel for both information seeking and brand communication on sustainability. The study reveals that consumers are willing to pay a premium for sustainable luxury products and most of them accept a price increase of 5-10%. The research finds that the impact of sustainability on purchase decisions is often dependent on the specific style or brand. Ethical labour practices and material sourcing are seen as highly important with the potential to significantly influence brand loyalty and purchasing behaviour. The research also reveals the interplay between emotional attachments, aesthetic preferences and sustainability concerns in luxury fashion consumption. When valuing sustainability, this study demonstrates it is often balanced with other factors such as design and brand heritage.