What influences the purchase intentions of sustainable luxury among millennials in the UK ?

Abstract

Abstract Five factors are found to influence millennials when buying vegan leather luxury products (VLLPs): sustainability awareness, peer pressure, and the perceived conspicuousness, quality and aesthetics of these products. Five factors are identified, all positively impacting purchase intention: sustainability awareness, positive friend or family opinion on VLLPs, and the perceived conspicuousness, quality, and aesthetics of these products. Brands producing VLLPs and targeting millennials should focus on these factors while creating a marketing strategy.

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