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What motivates people to purchase sustainable luxurious products rather than more luxurious non-green products?

De Santis, Alberto
Master thesis
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URI
https://hdl.handle.net/11250/2686429
Date
2020
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  • Master of Science [963]
Abstract
This Master thesis aims to analyze what motivate consumers to purchase

sustainable luxurious products rather than more-luxurious non-green products. In

order to do so, the degree of liking of luxury and the sensitivity to sustainability

have been considered as variables that could affect consumers’ behavior.

An online survey has been developed to answer the research question.

Participants were questioned about their preference towards different product’s

categories, and manipulated with two between-subjects motive conditions.

The results obtained do not validate the hypotheses, and thus cannot be

considered as useful materials to extend the already existing theoretical

frameworks. However, they may be used as an element of reflection for future

research and can be useful for those companies operating in the luxury sector in

terms of avoiding certain processes developed in the study.

Finally, the current social and economic situation that the entire world is

facing may have been a major distraction for the participants involved in the study,

that may have not facilitated the realization of the study.

Keywords: Luxury, Sustainability, Consumer Behavior, Purchase Intention, Status

Competition, Environmental Conservation, Marketing.
Description
Masteroppgave(MSc) in Master of Science in Business, Marketing - Handelshøyskolen BI, 2020
Publisher
Handelshøyskolen BI

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