Literature review and preliminary analysis: the importance of conjoint and cluster analysis and preliminary survey

Abstract

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 materials.