Please tell me how sustainable you are, and I’ll tell you how much I value you! The impact of young consumers’ motivations on luxury fashion

Abstract

This research aims to understand the impact of young consumers’ luxury motivations on their attitude towards sustainable luxury (ATSL) and the consequent impact on consumer-based brand equity (CBBE). A cross-cultural quantitative study was conducted to achieve this, and a theoretical model was analyzed through a structural equation model procedure using the partial least squares approach. The results confirm the positive impact of most luxury consumption motivations on a favorable ATSL fashion, showing that sustainability and intrinsic experiential value are the antecedents that most predict young consumers’ ATSL. Additionally, a favorable ATSL positively influences CBBE through each block. Further, a moderation analysis showed that the relationship between ATSL and two CBBE blocks (i.e. brand building block (BBB) and brand understanding block (BUB)) is positively affected by the level of luxuriousness associated with a brand. Our findings provide crucial insights for scholars and practitioners when adapting their sustainable branding strategies to this new and disruptive consumer segment to maximize their equity.

Keywords:

• luxury motivations
• fashion
• sustainability
• attitude
• consumer-based brand equity
• young consumers

PUBLIC INTEREST STATEMENT

This article delves into the fascinating intersection of sustainable luxury values and consumer-based brand equity, shedding light on the motivations of young luxury consumers and their impact on brand value. This study addresses an underexplored area in the field by examining consumers’ attitudes towards sustainable luxury and proposing a new measurement method, defining it as sensitivity and engagement towards this matter. The findings offer valuable insights for marketers, retailers, and managers, guiding their strategies to meet the demands of Millennials and Generation Z, given the differentiating findings between the two generations. Additionally, the research uncovers the influence of brand luxuriousness on the relationship between a consumer’s attitude towards sustainability and their perceived brand value, providing crucial information for each luxury group leader to maximize their equity. With its contributions to theory and practice, this work paves the way for a sustainable future in the luxury market.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Supplemental data

Supplemental data for this article can be accessed online at https://doi.org/10.1080/23311975.2023.2287786

Additional information

Notes on contributors

Amélia Brandão

Amélia Magalhães is the Director of Services Management Master at the School of Economics and Management of the University of Porto and Director of Postgraduate studies at Porto Business School, Portugal. She is Deputy Director at the Center for Economics and Finance at U.Porto (Cef. up). She is also a member of the Scientific Committee for the International Journal of Marketing, Communication, and New Media and an editorial review board member of the International Journal of Consumer Studies.

Francisca Magalhães

Francisca Magalhães received an M.S.c in Management with a Specialization in Marketing and Sales from the FEP School of Economics and Management of the University of Porto in 2023. After developing an article on the value of sustainable fashion, she now has the chance to impact the textile industry’s sustainability path, as she currently works as Sales Operations Manager at Smartex.ai. The author is driven by her passion for strategic marketing, sales, and brand development throughout her academic and professional years.