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Shaping the future of luxury: sustainability, masstige and digital transformation as influencing trends in Gen Z consumer behavior
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Sustainability, masstige and digital transformation are current trends, reshaping the luxury market, especially for Gen Z. This work project combines literature review and survey data to explore how these trends affect the consumer behavior, more specifically the purchasing decisions and potential shift in loyalty of Gen Z toward luxury brands. The research highlights Gen Z’s demand for sustainable practices, preference for accessible luxury, and openness to digital tools like VR. Using a modified purchase model, the findings reveal that Gen Z expects brands to align with their values while maintaining authenticity and quality. The study provides actionable recommendations for luxury brands to integrate these preferences and adapt to a quickly evolving market.
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Luxury Luxury trends Sustainability Masstige Digital transformation Gen Z Consumer behavior Purchasing decisions Future trends