Luxury Products and Sustainability Issues from the Perspective of Young Italian Consumers

Tonino Pencarelli, Viktória Ali Taha, Veronika Škerháková, Tomáš Valentiny and Richard Fedorko
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Tonino Pencarelli: Faculty of Economics, University Urbino Carlo Bo, via Saffi 42, 61029 Urbino, Italy
Viktória Ali Taha: Faculty of Management, University of Prešov, Konštantínova 16, 08001 Prešov, Slovakia
Veronika Škerháková: Faculty of Management, University of Prešov, Konštantínova 16, 08001 Prešov, Slovakia
Tomáš Valentiny: Faculty of Management, University of Prešov, Konštantínova 16, 08001 Prešov, Slovakia
Richard Fedorko: Faculty of Management, University of Prešov, Konštantínova 16, 08001 Prešov, Slovakia

Sustainability, 2019, vol. 12, issue 1, 1-25

Abstract: The aim of this study is to understand the actual preferences, behaviors, and purchasing decisions of young consumers in the context of sustainability, with an emphasis on luxury products. The primary objective of the research is to determine the impact of ‘sustainable tendencies’ on stimulating the purchase of luxury goods by the Italian Generation Z and Generation Y populations. In addition to examining the intergenerational differences in perception of corporate social responsibility (CSR) and sustainable marketing, the study is aimed at investigating the potential intersection of the consumption of luxury products and the consumption of slow fashion. In particular, through an empirical analysis carried out on a sample of 1314 young consumers in Italy (representing the two generational cohorts), this research provides interesting results which demonstrate the importance of adopting differentiated CSR strategies which are attentive to sustainability based on the demographic characteristics of young consumers of luxury brands. Structural equation modeling is used to analyze and understand the structural relationships between variables. This study thus helps to fill the knowledge gap about the consumption orientation of the younger generations. The results of this study contribute to a growing body of literature on luxury brands and sustainability issues in marketing.

Keywords: consumer behavior; generations; luxury consumers; slow fashion; corporate social responsibility (CSR) and luxury (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2019:i:1:p:245-:d:302646

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