The impact of information about ethical sourcing of luxury goods on consumer choice
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- Title
- The impact of information about ethical sourcing of luxury goods on consumer choice
- Creator
- Anna Stewart
- Supervisor
- Michael Oyelere.
- Date
- 2015
- Abstract
- In the context of sustainable development as a growing priority for the business world, this research study aimed to explore the extent to which consumers engage with and are influenced by information about ethical sourcing, as a key element of sustainability practices. The study focused on the luxury fashion sector, which has traditionally been perceived as in conflict with the core values inherent to sustainability. Existing literature was reviewed focusing on sustainability and ethical sourcing, the luxury sector and consumer perceptions of these themes. The study was conducted according to an interpretivist philosophy and using an inductive approach. Primary data collection techniques comprised of a questionnaire and semi-structured interviews under a survey research strategy. The findings revealed that quality was ranked as the most important factor in the purchase decisions of luxury clothes and accessories. Despite a high concern of consumers for ethical sourcing issues such as working conditions, there was only a limited consideration of such issues when purchasing luxury goods, supporting the Attitude-Behaviour gap theory. It was also revealed that consumers did not actively seek information about ethical sourcing before purchasing, but tended to be influenced by such information if it was received passively. Consumers also placed the onus on companies or watchdogs to provide such information, rather than taking responsibility for seeking it out, supporting the ideas of neutralization theory. There was a mild interest in the idea of a mobile application which would provide information on the ethical sourcing of luxury goods. Consumers also cited other information sources which might encourage them to consider ethical sourcing issues such as information provided by watchdogs and a labeling system for ethical sourcing in luxury fashion similar to those used for food products. The study also revealed ways in which luxury and sustainability can be aligned in the eyes of consumers, with implications for luxury brands. Recommendations were addressed to luxury brands, should they wish to implement the principles of sustainability and ethical sourcing in their activities, and to policymakers in the field of sustainable consumption.
- Subject
- International Business Marketing
- Extent
- 71 pages
- Format
- Publisher
- Regent's University London
- degree
- BA International Business Marketing
- Language
- English
- Date Issued
- 2015
- Type
- Report
- Rights Holder
- Regent's University London & Anna Stewart
- Item sets
- Theses or Dissertation