Green Marketing by Luxury Brands: An exploratory study to analyse the luxury consumer perspective regarding pro-environment campaigns by the luxury brands.
Husain, Laila 2015. Green Marketing by Luxury Brands: An exploratory study to analyse the luxury consumer perspective regarding pro-environment campaigns by the luxury brands. Masters Thesis University of East London Royal Docks Business School
2015 dissertation for Master of Business Administration. Selected by academic staff as a good example of a masters level dissertation.
This study is an exploratory research to critically evaluate the relationship between green marketing and luxury brands from the luxury consumer perspective. The focus of the study is on the knowledge, preference and support of luxury users for the 'responsible' and 'environment friendly' luxury products.
Qualitative data was collected by carrying out face to face interviews, as the views, opinions and the way consumers give meaning to luxury are important. Primary data was collected, by conducting eight in-depth interviews with luxury consumers in London. The sample was selected by 'puposive sampling'.
The research findings highlighted the non-existent knowledge in the luxury consumer segment of any philanthropic activities or green marketing by luxury brands. Luxury consumers generally do not see a relationship between green marketing and luxury, but there is also a recognisable lack of support for environment friendly luxury. The utilitarian, hedonic and symbolic value of luxury is at the top of consumer's mind while purchasing, whereas luxury are not significantly influenced by the environment, ethics and the societal well being. Consequences of overconsumption and their actions are not usually at the forefront of consumer's minds when making purchasing decisions.
Imparting education and awareness is seen to be crucial for the success of green marketing by luxury brands. The consumers should feel capable of bringing a change as well as understanding the impact of their purchase decisions.
Further Research is required around luxury brands and how they operate, as there is very little literature that specifically looks at luxury marketing, luxury brands in combination with green marketing, pro environmental behaviours and corporate social responsibility (CSR) campaigns by major luxury brands.
|11 May 2015|
|Publication process dates|
|Deposited||22 Jun 2015|
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