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Il consumo dei beni di lusso nel contesto della sharing economy: un caso di studio italiano

Author

Listed:
  • Mauro Capestro
  • Greta Chiavegato

Abstract

La percezione del lusso negli ultimi anni ? stata fortemente modificata anche in virt? dell?ascesa di nuovi modelli economici emergenti (es. sharing economy) che hanno modificato il concetto di lusso e quello di accessibilit? al punto da non essere pi? considerati agli antipodi. Attraverso il caso di studio di una start-up italiana che utilizza una piattaforma digitale per il noleggio di borse di lusso, il presente studio punta ad indagare, da un lato, la rilevanza di alcuni fattori, quali appunto la sostenibilit? e il concetto di temporalit?, nel nuovo contesto di consumo dei beni di lusso che porta i nuovi consumatori a preferire un paradigma d?accesso rispetto a quello di propriet? del bene e, dall?altro, analizzare il ruolo del digitale nel raggiungere e influenzare il target e delle strategie di comunicazione digitale che le imprese possono adottare per influenzare il consumatore.

Suggested Citation

  • Mauro Capestro & Greta Chiavegato, 2023. "Il consumo dei beni di lusso nel contesto della sharing economy: un caso di studio italiano," ECONOMIA E SOCIET? REGIONALE, FrancoAngeli Editore, vol. 2023(1), pages 53-70.
    • Handle: RePEc:fan:eseses:v:html10.3280/es2023-001005
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    References listed on IDEAS

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    More about this item

    Keywords

    sharing economy; comunicazione digitale; comportamento consumatore; case study; lusso;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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