Sustainable Chic? Fancy shoppers and responsible consumption
DOI:
https://doi.org/10.14267/TURBULL.2025v25n1.5Keywords:
luxury, sustainability, attitude-scale, luxury costumerAbstract
The study focuses on sustainable luxury and on luxury consumers’ attitudes towards sustainability. In addition to the overview of the relationship between the concepts of luxury and sustainability, good practices of the importance of sustainability for luxury brands are also presented. In the related quantitative research, the authors surveyed luxury consumers’ sustainability attitudes and purchasing habits. The results revealed a generally positive attitude towards sustainability among luxury consumers, which is reflected in the purchase of second-hand products and their long-term use. The main conclusion of the study is that luxury brands can rely more on their communication of sustainability, as this is not only a fashion trend but a real demand on the part of their customers.
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