| Type de document : | Travaux étudiant |
| Catégorie : | Mémoire |
| Titre : | How do consumer perceptions of sustainability influence the purchase intention of luxury handbags among Spanish women from Generation Z and Generation X? |
| Auteurs : | Rosa June REIMANN, Auteur |
| Promotion : | 2025 |
| Format : | 41 p. |
| Langues | Anglais |
| Mention : | Très bien |
| Mots-clés : |
Géographique ESPAGNENom Commun CONSOMMATEUR ; DEVELOPPEMENT DURABLE ; ETHIQUE ; FEMME ; INFLUENCE ; LUXE ; SAC A MAIN |
| Résumé : | The demands of sustainability are no longer exclusive to luxury. Even the most well-known fashion brands are reconsidering what luxury means as customers call for increased ethical responsibility and transparency. In the context of a luxury handbag, this study investigates whether a sustainable feature can affect the purchasing decisions of Spanish women from Generation Z and Generation X. Participants assessed the identical product both before and after learning about its sustainable features using a repeated measures experimental method. Although sustainability did not considerably boost purchasing intention, people with high environmental values responded more favorably. It's interesting to note that, although not statistically significant, Generation Z demonstrated a higher sensitivity to the ethical message, whereas Generation X had a larger baseline readiness to purchase. These results demonstrate the complex connection between behaviour, perception, and values in luxury consumption. Brands need to incorporate sustainability into emotionally engaging stories that fit with consumer identity instead of treating it as an afterthought. Ultimately, this study implies that redefining meaning is just as crucial to the future of sustainable luxury as altering materials. |
Bibliothèque de l'IFM
Accueil
Sélection de la langue
Se connecter
Adresse
Bibliothèque de l'IFMvotre adresse
votre code postal Ville
France
votre numéro de téléphone
contact
