The Impacts of Implementing Sustainability Practices on Luxury Brands Perception and Purchase Decision of Generation Y and Z

Sindhu Bhagaskara () and Nurdin Sobari
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Sindhu Bhagaskara: Universitas Indonesia
Nurdin Sobari: Universitas Indonesia

A chapter in Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), 2024, pp 726-733 from Springer

Abstract: Abstract Sustainability is one of the most important concerns in almost every aspect of the present day. The scrutiny to have sustainability in luxury products has grown over time. However, luxury and sustainability, or what one might call sustainable luxury might sound oxymorons, while in fact, they have a lot of attributes in common. The concept of sustainable luxury has been developed immensely to cater to the current largest demographic, Generation Y and Generation Z. These two generations are more socially and environmentally conscious whilst also partake as the largest consumer demographic in luxury brands. This study examines the impact of implementing sustainability practices on luxury brands’ perception and purchase intention by Generation Y and Generation Z. A quantitative survey research design was employed aiming at testing the model. It involved 350 participants which were divided into two groups. They were required to fill out an online survey focusing on either a luxury fashion marketing campaign or a luxury fashion marketing campaign with sustainability practices. The data were then analyzed by using structural equation modeling (SEM). The results of this study indicate sustainability practice message description positively impacts the purchase decision of luxury products by both generations Y and Z.

Keywords: Generation Y; Generation Z; Marketing; Luxury Goods; Sustainability Practices (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-234-7_76

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DOI: 10.2991/978-94-6463-234-7_76

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