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Open AccessArticle

Luxury Products and Sustainability Issues from the Perspective of Young Italian Consumers

1
Faculty of Economics, University Urbino Carlo Bo, via Saffi 42, 61029 Urbino, Italy
2
Faculty of Management, University of Prešov, Konštantínova 16, 08001 Prešov, Slovakia
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(1), 245; https://doi.org/10.3390/su12010245
Received: 4 November 2019 / Revised: 1 December 2019 / Accepted: 10 December 2019 / Published: 27 December 2019
The aim of this study is to understand the actual preferences, behaviors, and purchasing decisions of young consumers in the context of sustainability, with an emphasis on luxury products. The primary objective of the research is to determine the impact of ‘sustainable tendencies’ on stimulating the purchase of luxury goods by the Italian Generation Z and Generation Y populations. In addition to examining the intergenerational differences in perception of corporate social responsibility (CSR) and sustainable marketing, the study is aimed at investigating the potential intersection of the consumption of luxury products and the consumption of slow fashion. In particular, through an empirical analysis carried out on a sample of 1314 young consumers in Italy (representing the two generational cohorts), this research provides interesting results which demonstrate the importance of adopting differentiated CSR strategies which are attentive to sustainability based on the demographic characteristics of young consumers of luxury brands. Structural equation modeling is used to analyze and understand the structural relationships between variables. This study thus helps to fill the knowledge gap about the consumption orientation of the younger generations. The results of this study contribute to a growing body of literature on luxury brands and sustainability issues in marketing. View Full-Text
Keywords: consumer behavior; generations; luxury consumers; slow fashion; corporate social responsibility (CSR) and luxury consumer behavior; generations; luxury consumers; slow fashion; corporate social responsibility (CSR) and luxury
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MDPI and ACS Style

Pencarelli, T.; Ali Taha, V.; Škerháková, V.; Valentiny, T.; Fedorko, R. Luxury Products and Sustainability Issues from the Perspective of Young Italian Consumers. Sustainability 2020, 12, 245. https://doi.org/10.3390/su12010245

AMA Style

Pencarelli T, Ali Taha V, Škerháková V, Valentiny T, Fedorko R. Luxury Products and Sustainability Issues from the Perspective of Young Italian Consumers. Sustainability. 2020; 12(1):245. https://doi.org/10.3390/su12010245

Chicago/Turabian Style

Pencarelli, Tonino; Ali Taha, Viktória; Škerháková, Veronika; Valentiny, Tomáš; Fedorko, Richard. 2020. "Luxury Products and Sustainability Issues from the Perspective of Young Italian Consumers" Sustainability 12, no. 1: 245. https://doi.org/10.3390/su12010245

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