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A literature overview of luxury fashion consumers- behavior on sustainability and using perceptual mapping as a marketing tool
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Orientador(es)
Resumo(s)
Environmental sustainability is a current widespread concern of many consumers and
businesses. The purpose of this thesis is to analyze if consumers give value to environmental
sustainability in their luxury fashion purchases. Additionally, this research explores consumers’
current knowledge on the sustainability efforts in this industry, mainly of known brands such
as Gucci, Versace, Brunello Cucinelli, Dolce & Gabbana and Stella McCartney. To do so,
methodologies such as perceptual mapping, conjoint and cluster analyzes were performed. Our
main findings indicate an active want from consumers of more sustainable luxury fashion items,
particularly those made out of eco-friendly material
Descrição
Palavras-chave
Market research Perceptual mapping Conjoint analysis Willingness to pay Cluster analysis Implicit association test Consumer behavior Luxury fashion Sustainability Environment