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Luxury Products and Sustainability Issues from the Perspective of Young Italian Consumers

Author

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  • Tonino Pencarelli

    (Faculty of Economics, University Urbino Carlo Bo, via Saffi 42, 61029 Urbino, Italy)

  • Viktória Ali Taha

    (Faculty of Management, University of Prešov, Konštantínova 16, 08001 Prešov, Slovakia)

  • Veronika Škerháková

    (Faculty of Management, University of Prešov, Konštantínova 16, 08001 Prešov, Slovakia)

  • Tomáš Valentiny

    (Faculty of Management, University of Prešov, Konštantínova 16, 08001 Prešov, Slovakia)

  • Richard Fedorko

    (Faculty of Management, University of Prešov, Konštantínova 16, 08001 Prešov, Slovakia)

Abstract

The aim of this study is to understand the actual preferences, behaviors, and purchasing decisions of young consumers in the context of sustainability, with an emphasis on luxury products. The primary objective of the research is to determine the impact of ‘sustainable tendencies’ on stimulating the purchase of luxury goods by the Italian Generation Z and Generation Y populations. In addition to examining the intergenerational differences in perception of corporate social responsibility (CSR) and sustainable marketing, the study is aimed at investigating the potential intersection of the consumption of luxury products and the consumption of slow fashion. In particular, through an empirical analysis carried out on a sample of 1314 young consumers in Italy (representing the two generational cohorts), this research provides interesting results which demonstrate the importance of adopting differentiated CSR strategies which are attentive to sustainability based on the demographic characteristics of young consumers of luxury brands. Structural equation modeling is used to analyze and understand the structural relationships between variables. This study thus helps to fill the knowledge gap about the consumption orientation of the younger generations. The results of this study contribute to a growing body of literature on luxury brands and sustainability issues in marketing.

Suggested Citation

  • Tonino Pencarelli & Viktória Ali Taha & Veronika Škerháková & Tomáš Valentiny & Richard Fedorko, 2019. "Luxury Products and Sustainability Issues from the Perspective of Young Italian Consumers," Sustainability, MDPI, vol. 12(1), pages 1-25, December.
    • Handle: RePEc:gam:jsusta:v:12:y:2019:i:1:p:245-:d:302646
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    References listed on IDEAS

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    2. Luming Zhao & Jiaxi Peng & Shubin Yu, 2023. "Sustainable Luxury and Consumer Purchase Intention: A Systematic Literature Review," SAGE Open, , vol. 13(4), pages 21582440231, December.
    3. Li, You & Wu, Shuilong & Yuan, Yongna & Hu, Zekun, 2024. "How temporal perspective affects the effectiveness of upcycled vs. recycled product advertisements," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    4. Maria Francesca Renzi & Veronica Ungaro & Laura Di Pietro & Roberta Guglielmetti Mugion & Maria Giovina Pasca, 2022. "Agenda 2030 and COVID-19: A Young Consumer’s Perception of Sustainable Consumption," Sustainability, MDPI, vol. 14(23), pages 1-20, November.
    5. Berta Marcos Ceron & Manuel Monge, 2023. "Consumer Sentiment and Luxury Behavior in the United States before and after COVID-19: Time Trends and Persistence Analysis," Mathematics, MDPI, vol. 11(16), pages 1-14, August.
    6. Wen-Yun Chang & Viriya Taecharungroj & Supara Kapasuwan, 2022. "Sustainable Luxury Consumers’ Preferences and Segments: Conjoint and Cluster Analyses," Sustainability, MDPI, vol. 14(15), pages 1-16, August.

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