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Are millennials really more sensitive to sustainable luxury? A cross-generational international comparison of sustainability consciousness when buying luxury

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  • Jean-Noël Kapferer

    (INSEEC Business School)

  • Anne Michaut-Denizeau

    (HEC Paris)

Abstract

Sustainable development is on the agenda of all economic sectors. This is a radical change for the luxury market, so far discreet on these matters. In addition, baby boomers have passed the torch to new segments of luxury purchasers: Generation X-ers and now millennials, the latter being described as most sensitive to sustainability issues in general. But is their alleged sensitivity still front of their mind when they buy luxuries? A cross-generational international comparison reveals that millennials’ sensitivity to the sustainability of luxury brands when purchasing luxuries is not that different from older generations. However, the motivations of luxury buyers’ sensitivity (or total lack of) to the sustainable actions of luxury brands differ across generations. Millennials are those who consider the most that luxury and sustainability are contradictory. This opinion is held across countries, Asian or Western, in emerging or mature economies. These millennials’ specificities have strong implications if luxury brands wish to preserve their sustainable future.

Suggested Citation

  • Jean-Noël Kapferer & Anne Michaut-Denizeau, 2020. "Are millennials really more sensitive to sustainable luxury? A cross-generational international comparison of sustainability consciousness when buying luxury," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 35-47, January.
    • Handle: RePEc:pal:jobman:v:27:y:2020:i:1:d:10.1057_s41262-019-00165-7
    DOI: 10.1057/s41262-019-00165-7
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    References listed on IDEAS

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    Cited by:

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    3. Benedikt M. Brand & Theresa Maria Rausch & Jannika Brandel, 2022. "The Importance of Sustainability Aspects When Purchasing Online: Comparing Generation X and Generation Z," Sustainability, MDPI, vol. 14(9), pages 1-28, May.
    4. Joan B. Garau-Vadell & Desiderio Gutiérrez-Taño & Ricardo J. Díaz-Armas, 2023. "The Moderating Role of Generation on Residents’ Support for P2P Vacation Accommodations: Millennials versus Older Generations," SAGE Open, , vol. 13(1), pages 21582440231, February.
    5. Fernanda Muniz & Francisco Guzmán, 2021. "Overcoming the conflicting values of luxury branding and CSR by leveraging celebrity endorsements to build brand equity," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 347-358, May.
    6. Lim, Xin-Jean & Cheah, Jun-Hwa & Ngo, Liem Viet & Chan, Kara & Ting, Hiram, 2023. "How do crazy rich Asians perceive sustainable luxury? Investigating the determinants of consumers’ willingness to pay a premium price," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    7. Silvia Ranfagni & Wilson Ozuem, 2022. "Luxury and Sustainability: Technological Pathways and Potential Opportunities," Sustainability, MDPI, vol. 14(9), pages 1-12, April.
    8. Adıgüzel, Feray & Donato, Carmela, 2021. "Proud to be sustainable: Upcycled versus recycled luxury products," Journal of Business Research, Elsevier, vol. 130(C), pages 137-146.
    9. Azemi, Yllka & Ozuem, Wilson & Wiid, Ria & Hobson, Ana, 2022. "Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    10. Rubal Rathi & Ruchi Garg & Aakanksha Kataria & Ritu Chhikara, 2022. "Evolution of luxury marketing landscape: a bibliometric analysis and future directions," Journal of Brand Management, Palgrave Macmillan, vol. 29(3), pages 241-257, May.
    11. Shaun M. Powell, 2020. "Journal of Brand Management: year end review 2020," Journal of Brand Management, Palgrave Macmillan, vol. 27(6), pages 623-628, November.
    12. Quach, Sara & Septianto, Felix & Thaichon, Park & Nasution, Reza Ashari, 2022. "The role of art infusion in enhancing pro-environmental luxury brand advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    13. Pangarkar, Aniruddha & Patel, Jayesh & Kumar, Sampath K., 2023. "Drivers of eWOM engagement on social media for luxury consumers: Analysis, implications, and future research directions," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    14. Marlene Vock, 2022. "Luxurious and responsible? Consumer perceptions of corporate social responsibility efforts by luxury versus mass-market brands," Journal of Brand Management, Palgrave Macmillan, vol. 29(6), pages 569-583, November.
    15. Gustavo Barrera Verdugo & Héctor R. Ponce, 2023. "Gender Differences in Millennial Consumers of Latin America Associated with Conspicuous Consumption of New Luxury Goods," Global Business Review, International Management Institute, vol. 24(2), pages 229-242, April.
    16. Yonis Gulzar & Nisa Eksili & Pınar Celik Caylak & Mohammad Shuaib Mir, 2023. "Sustainability Consciousness Research Trends: A Bibliometric Analysis," Sustainability, MDPI, vol. 15(24), pages 1-26, December.
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    18. Sara Alghanim & Nelson Oly Ndubisi, 2022. "The Paradox of Sustainability and Luxury Consumption: The Role of Value Perceptions and Consumer Income," Sustainability, MDPI, vol. 14(22), pages 1-22, November.

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