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Equestrians’ Affinity for Luxury Equestrian Products and Their Attitudes Towards Sustainability

Author

Listed:
  • Stephanie May

    (University of Applied Sciences Koblenz)

  • Jennifer Kunz

    (University of Augsburg)

  • Felicita Lopata

    (University of Applied Sciences)

Abstract

This exploratory study examines the composition and attitudes of the equestrian community, focusing on the relationship between luxury consumption and sustainability among affluent equestrians. The study aims to understand how high sporting aspirations influence preferences for luxury equestrian products and whether social comparison mediates this relationship. In addition, it explores equestrians’ perceptions of equestrianism as a sustainable activity and compares them with the views of non-equestrians. The study also examines whether a preference for luxury products or competitive ambitions is associated with less sustainable consumption behaviour. A quantitative survey was conducted with 240 equestrians and 240 non-equestrians as a control group. Participants provided information on horse ownership, expenditure, sporting goals, luxury consumption, and perceptions of sustainability. Equestrians’ and non-equestrians’ views on riding as a hobby and as a sport were compared to assess differences in sustainability awareness. Preliminary results show that equestrians with higher sporting ambitions tend to prefer luxury products, but social comparison does not mediate this relationship. Contrary to expectations, equestrians do not perceive riding as inherently more sustainable than non-equestrians, and both groups perceive it as less sustainable when viewed as a sport. A key insight is the moderate awareness of the environmental impact of equestrian activities among both groups, suggesting a gap in sustainability awareness within the community. Importantly, no significant association was found between a preference for luxury products and unsustainable consumer behaviour, and higher sporting aspirations did not correlate with less sustainable shopping habits. This study provides valuable insights into the complex dynamics of luxury consumption and sustainability in the niche equestrian market, deepening our understanding of the structure of this affluent community.

Suggested Citation

  • Stephanie May & Jennifer Kunz & Felicita Lopata, 2025. "Equestrians’ Affinity for Luxury Equestrian Products and Their Attitudes Towards Sustainability," CSR, Sustainability, Ethics & Governance,, Springer.
    • Handle: RePEc:spr:csrchp:978-3-031-86337-0_17
    DOI: 10.1007/978-3-031-86337-0_17
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