An analysis of the unexplored attitude-behavior gap in the context of the luxury fashion industry in the specific case of young luxury consumers

Abstract

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