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Sustainable luxury - Status consumption or clear conscience
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School of Business |
Bachelor's thesis
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en
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46 + 1
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Abstract
Objectives
The main objectives of this study were to find out the motivational drivers behind luxury consumption, sustainable consumption, and finally, sustainable luxury consumption. These were all examined in the literary review, and the motivators for sustainable luxury consumption were studied through qualitative research.
Summary
Sustainability is emerging across all industries, including the luxury industry. Thus, it is important to understand the motivations behind sustainable luxury purchases. After exploring the motivational drives consumers have for sustainable consumption as well as luxury consumption, two focus groups were arranged, one of Finnish women and one of southeast Asian women.
Conclusions
The results of the study are somewhat consistent with the existing literature. Based on the results it is possible to conclude that sustainable luxury consumption is motivated by social reasons and status, personal reasons, as well as snobbish and perfectionist motivations. While sustainability issues seemed to motivate consumer, they were not as strong motivators as other reasons.