What is it about?

Understanding the antecedents of sustainable consumption behaviour is essential for promoting sustainable luxury consumption strategies in emerging markets. This study clarifies the contribution of theory of perceived value scale to the literature on attitude and purchase intention regarding sustainable luxury goods among Chinese consumers.

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Why is it important?

Luxury companies should understand Chinese consumers’ diverse values and develop sustainable products that meet consumers’ principles. These principles increase the perceived value of the products and thereby guide luxury brands to make marketing strategies to increase sales.

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This page is a summary of: Influencing factors of Chinese consumers' purchase intention towards sustainable luxury, Asia Pacific Journal of Marketing and Logistics, September 2022, Emerald,
DOI: 10.1108/apjml-03-2022-0198.
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