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Do consumers value sustainability in luxury fashion? A conjoint analysis approach
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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, in the group part, 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.
Descrição
Palavras-chave
Consumer behavior Luxury fashion Sustainability Conjoint analysis