An Investigation of Consumers’ Perceptions of Sustainable Luxury Brands and their Sustainable Brand Image

Abstract

In this modern age of technology, organisations are adopting sustainability practices in order to influence consumers’ perceptions. A number of studies have elaborated on consumer perceptions regarding sustainable luxury brands, but very few of them have considered Chinese consumer’s perceptions. This study aims to analyse how Chinese customers perceive sustainable luxury brands in the modern age of technology. Also, this study aims to identify the influence of sustainable marketing that is responsible attitudes of customers towards their environment while highlighting the role of an attractive brand image of sustainable luxury brands in enhancing the satisfaction of Chinese customers. This study will also develop an understanding of the feeling of Chinese customers associated and connected with sustainable luxury brands. The findings state that there is a positive impact of technology on consumer perceptions. Brands have developed better connection. Consumers perceive sustainable brands better for use. Sustainable marketing has also influenced the attitude of consumers towards the environment. Chinese consumers are now adopting eco-friendly products for use. Most importantly, the increase in loyalty of consumers has developed a self-oriented value among consumers. Chinese consumers perceive that they are working for a social cause while adopting the use of products offered by sustainable luxury brands in China. ?

1. Chapter No 1: Introduction

1.1. Background of the study

With the modernization of the society, the trends of the customers’ preferences are changing rapidly. In concern to the fashion industry, the customer demands vary to a notable extent. The customers are attracted toward the business; based on specific parameters including the high-quality, price of the product, the value proposition etc. as also indicated by Zheng et al. (2017). Apart from all these, a new trend for ecofriendly products is discovered. Most of the customers are concerned about the development of a sustainable environment. However, several studies throw light on the importance of sustainable development that attracts the consumers’ attention. Similarly, a study conducted by Rezaee (2016) states that the customers are attracted towards the businesses performing their responsibilities for the development of a healthy environment. Also, the findings indicate that the customers are more likely to adopt eco-friendly products as compared to the other products. Similarly, the current study holds the perspective of customers’ preferences towards sustainable fashion within the luxury brand. The consumers have increased the shopping of sustainable luxury brands in China. In a recent survey conducted in China around one-fifth of the consumers stated that they had bought clothes from sustainable brands. Apart from this, it is obvious that the sustainability trends are frequently increasing. The main reason is that the government impose strict regulations, and the consumer is concerned for the development of a healthy environment, as also observed by Murali et al. (2019). This signifies that the customers as being one of the most valuable stakeholders are attracted to sustainable fashion products. Moreover, the current study reflects the role of the corporate image concerned with the luxury brands that results in enhancing the satisfaction of the customers. In addition to this, it can be stated that customers are concerned about sustainable products. Further, this can also be effective to analyse the buying behaviour of the customers with regard to sustainable products. There is a number of ways through which organisations can use sustainability as a tool of marketing. The idea of sustainability is to focus on saving the world and giving back the environment. In order to entice the individuals, the companies must be focusing on and highlighting the aspect of community in their companies. This significantly shows the commitment of the companies towards the environment while incorporating the aspect of sustainability. Jedrzejczak (2020) assumes that a number of strategies can be employed such as the cutting down of the packaging costs, using the efficient processes during the manufacturing, focusing on the recycling and the efficient use of raw material. Considerably, there is a significant and increasing demand by both the companies and consumers in being more sustainable. The market of sustainability includes an increasingly wide range of companies, products and services which are intended to address the processes of sustainability. Apart from this, some businesses are practising sustainable activities as a marketing tool to attract customers. In such concern, there is a lack of evidence that can support the argument. Concerning this, the current study provides useful insights on consumer behaviour as a response to the sustainable practices performed