Journal Article

What influences the purchase intentions of sustainable luxury among millennials in the UK?

Abstract

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.

Attached files

Authors

Sun Yan
Wang, Rachel
Cattaneo, Eleonora
Mlodkowska, Bianka

Oxford Brookes departments

Oxford School of Hospitality Management
Oxford Brookes Business School

Dates

Year of publication: 2022
Date of RADAR deposit: 2022-05-06

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