| Type de document : | Travaux étudiant |
| Catégorie : | Mémoire |
| Titre : | Bio-based Leather Alternatives in Luxury Fashion: The Moderating Role of Age on The Effect of Hedonic and Utilitarian Ad Appeals on Brand Credibility, Customer Attitudes, and Purchase Intention |
| Auteurs : | Eleonora MEZZO, Auteur |
| Promotion : | 2025 |
| Format : | 49 p. |
| Langues | Anglais |
| Mention : | Très bien |
| Mots-clés : |
Nom Commun COMPORTEMENT ; CONSOMMATEUR ; CUIR ; DEVELOPPEMENT DURABLE ; LUXE ; MARKETING ; MATERIAU ; PUBLICITE |
| Résumé : | Due to the growing global concerns for animal welfare and climate change, luxury fashion brands are implementing new bio-based leather alternatives in their collections. The introduction of these materials has challenged brands to craft credible claims that promote sustainability values in line with a prestigious image. With the aim of contributing to the existing literature on sustainability marketing, this research analyses the impacts of hedonic and utilitarian ad appeals for bio-based luxury leather substitutes on brand credibility, by looking at the moderating role of customers’age. This interaction is further explored through its effects on attitudes and willingness to buy. A between-design experiment that exposed 103 respondents to a utilitarian and hedonic ad appeal revealed interesting findings. The results indicate that, in older generations, the advertisement type affects brand credibility. As the customer’s age increases, utilitarian ad appeals seem progressively more effective in promoting bio-based leather alternatives. Brand credibility, in turn, was found to influence attitudes and purchase intention, only for older cohorts. The findings highlight the crucial role that age plays in the way advertisements affect perceived brand credibility, and how this mediates the impacts on customer attitudes and willingness to buy. The research provides key insights that can help marketers build credible claims surrounding bio-based leather alternatives. |
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