Exploring Millennials' Purchase Intentions toward Sustainable Luxury Brands

dc.contributor.author Rolling, Virginia
dc.contributor.author Sadachar, Amrut
dc.date 2018-10-21T02:29:54.000
dc.date.accessioned 2020-06-30T05:39:16Z
dc.date.available 2020-06-30T05:39:16Z
dc.date.issued 2017-01-01
dc.description.abstract <p>Due to the environmental damage caused by unsustainable fashion consumption, sustainability efforts should be employed. Previous research has shown that sustainable luxury products containing recycled materials formed a negative impression possibly due to the dissonance between luxury associated with prestige and recycled materials associated with waste. This study used Impression Formation Theory targeting a growing luxury consumer segment, sustainability-conscious millennials, to determine their impressions, brand attitude, and purchase intention towards sustainable luxury brands using recycled materials. An online survey with a sustainable luxury brand description scenario (e.g., luxury brand logo along with 100% recycled materials logo and sustainability rhetoric) was used to determine millennials' impressions. Millennials perceived sustainable luxury products to exude the impression of luxury despite using non-luxurious recycled materials. Therefore, luxury brands are encouraged to cater to this pro-social group of luxury consumers by offering products that help the environment through reuse of materials.</p>
dc.identifier archive/lib.dr.iastate.edu/itaa_proceedings/2017/posters/145/
dc.identifier.articleid 2084
dc.identifier.contextkey 11601917
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath itaa_proceedings/2017/posters/145
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/51622
dc.source.bitstream archive/lib.dr.iastate.edu/itaa_proceedings/2017/posters/145/SSR_Rolling_Sustainable_20Luxury_20Purchase_20intent.pdf|||Fri Jan 14 20:21:23 UTC 2022
dc.subject.disciplines Fashion Business
dc.subject.disciplines Fashion Design
dc.subject.disciplines Fiber, Textile, and Weaving Arts
dc.title Exploring Millennials' Purchase Intentions toward Sustainable Luxury Brands
dc.type event
dc.type.genre event
dspace.entity.type Publication
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