Sustainability of luxury fashion brands from the perspective of a selected consumer segment

This thesis examines the purchase intentions of Generation Z consumers when shopping for sustainable luxury fashion brands. A research framework based on the theory of planned behavior is developed to understand the factors influencing consumers' decision-making process. According to this theory, purchasing behavior is influenced by attitudes, subjective norms, and perceived behavioral control. To obtain primary data, a questionnaire survey was chosen, whose respondents were adult members of Generation Z, which includes people born between 1997 and 2006, and were also customers of luxury brands. This entire generation has been identified as a promising segment of luxury industry customers, who place a high value on the topic of sustainability. The thesis concludes by highlighting the key role of all three components in shaping purchase intentions for sustainable luxury fashion brands. The findings show that subjective norms and perceived behavioral control significantly influence the purchase intentions of this generation, while attitudes towards sustainable luxury fashion play a secondary role. The results of this research could help luxury fashion brands understand the various factors influencing the purchase intentions and behaviors of this demographic and align their marketing strategies with their values and preferences.