Titre : |
Sustainability in Luxury : consumer perception in the era of COVID -19. How did the COVID-19 crisis changes the luxury consumer attitude regarding sustainable concerns? |
Type de document : |
Mémoire |
Auteurs : |
Chloé MARTIN, Auteur |
Année de publication : |
2021 |
Importance : |
34 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management CONSOMMATEUR ; INDUSTRIE DU LUXE SECTEUR ; MARQUE ; GESTION DE CRISE
|
Résumé : |
The global pandemic and the forced quarantine has push the luxury sector to adapt. The aim of this study is to understand how COVID-19 influences luxury consumers' concerns and buying perception. Sustainable development has been a topic particularly relayed by the major luxury houses for over a year. The movement seems to be underway among luxury houses; the challenge is more about speed. Luxury is known for its discretion and most brands continue to focus mainly on their quality products with a unique know-how. However, luxury has reconsidered the expectations of their consumers. Thanks to this qualitative study of twelve in-depth interviews, three generations from China and France have been questioned in this research to understand their real vision on sustainable development and its relationship with luxury. Is the sensitivity of luxury consumers to sustainable development presented by different authors as having been increased by the pandemic present when making a purchase? The points of view are different according to the generations and countries. However, respondents agree that sustainability is not their top priority when making a luxury purchase they are now looking for other criteria since the pandemic. |
Programme : |
MSc Luxury Marketing |
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