Five factors are found to influence millennials when buying vegan leather luxuryproducts (VLLPs): sustainability awareness, peer pressure, and the perceived conspic-uousness, quality and aesthetics of these products. Five factors are identified, all pos-itively impacting purchase intention: sustainability awareness, positive friend orfamily opinion on VLLPs, and the perceived conspicuousness, quality, and aestheticsof these products. Brands producing VLLPs and targeting millennials should focus onthese factors while creating a marketing strategy.
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Sun YanWang, Rachel
Cattaneo, EleonoraMlodkowska, Bianka
Oxford School of Hospitality ManagementOxford Brookes Business School
Year of publication: 2022Date of RADAR deposit: 2022-05-06
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