A carregar...
Publicação
An empirical examination of the relationship between sustainable consumption and luxury purchases: a consumer behavior perspective – the impact of framing on consumers willingness to pay
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 2.01 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
This study examines the relationship between luxury and sustainability, focusing on how
sustainable luxury marketing influences consumer behavior. Using an experimental survey
design, four hypotheses were tested to evaluate the impact of sustainability marketing, product
guarantees, sustainable framing, and messaging strategies on consumer choices. Findings
indicate that sustainability marketing in the luxury sector has the potential to promote
sustainable consumption. The study examines how integrating authenticity and durability into
brand strategies is essential to aligning luxury with sustainability and fostering long-term
consumer trust. While sustainability is a key factor for consumers, its direct influence on
willingness to pay remains limited.
Descrição
Palavras-chave
Sustainability Durability Sustainable luxury Fashion Sustainable consumption Consumer behavior