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

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.