Logistic Regression of Czech Luxury Fashion Purchasing Habits During the Covid-19 Pandemic – Old for Loyalty and Young for Sustainability?

Hála Martin (), Cvik Eva Daniela () and MacGregor Pelikánová Radka ()
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Hála Martin: Metropolitan University of Prague, Department of International Business, Dubečská 900/10, 100 00 Prague 10
Cvik Eva Daniela: Czech University of Life Sciences, Faculty of Economics and Management, Department of Law, Kamýcká 129, 165 00 Prague 6
MacGregor Pelikánová Radka: Metropolitan University of Prague, Department of International Business, Dubečská 900/10, 100 00 Prague 10

Folia Oeconomica Stetinensia, 2022, vol. 22, issue 1, 85-110

Abstract: Research background: The sustainability reflected by the CSR of luxury fashion businesses, should meet stakeholders´ expectations and lead to an increase in customers´ buying decisions. Purpose: To analyze Czech luxury fashion purchasing habits during the COVID-19 pandemic and to achieve a deeper understanding with new propositions in this area. Research methodology: A logistic regression is performed and based on data gained from an investigative survey employing a questionnaire of a homogenous Czech group of purchasers. The comparison of the resulting logistic models and field observations with a holistic and empiric Meta-Analysis allows one to heuristically achieve an understanding of such an inclination. Results: Seven unexpected propositions emerge and call for further research, such as those during the COVID-19 pandemic, older Czech luxury fashion customers stick even more with their brand loyalty while younger buyers focus on sustainability. Novelty: The performed case study with a survey link sustainability perception and purchasing habits by relevant cohorts of luxury fashion stakeholders. The presented propositions about trends contributes to the development of the theory about purchase inclination determinants.

Keywords: Corporate Social Responsibility (CSR); Czech purchasers; logistic regression models; luxury industry; sustainability (search for similar items in EconPapers)
JEL-codes: D12 D84 L21 M14 M53 Q01 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:foeste:v:22:y:2022:i:1:p:85-110:n:3

DOI: 10.2478/foli-2022-0005

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