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An analysis of the unexplored attitude-behavior gap in the context of the luxury fashion industry in the specific case of young luxury consumers
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Resumo(s)
Nowadays, the topic of sustainability is more prevalent than ever, especially for the young
generations Millennials and Gen Z. However, the luxury fashion industry has not been strongly
addressed in the context of sustainability and Gen Z and Gen Y yet. Therefore, this paper will
analyze the buying behavior of the respective generation and verifies the existence of the widely
known attitude-behavior gap in this industry. The analysis of 17 qualitative interviews revealed
that younger consumers, are affected by individual and situational influences, particularly by a
lack of knowledge and altruistic behavior, impeding sustainable purchasing behavior.
Researchers, business professionals and luxury brands may be interested in the study's
contributions
Descrição
Palavras-chave
Attitude-behavior gap Generation Z Millennials Luxury Sustainability Consumer behavior