Consumer Buying Behaviour in Sustainable Luxury Fashion

Consumer Buying Behaviour in Sustainable Luxury Fashion

Sanjana Rohatgi

Abstract
The purpose of this research paper on sustainability in luxury fashion is to analyse the current state of how each gender has a different purchasing behaviour in terms of sustainability practises in luxury fashion, identify challenges, and contribute to a larger discussion on the role of luxury fashion in shaping a more sustainable and equitable global fashion industry. Chi- square test has been used to determine how gender influences the sustainability of luxury fashion. The two variables in this case are luxury fashion sustainability and gender. To achieve this objective, a primary survey was conducted with a sample of 124 participants who were divided into gender group namely female, male, others and prefer not to say.

In this research paper it was found out using data analysis based on the primary survey of 124 respondents on how often do people purchase luxury fashion products that are marketed as sustainable or eco-friendly based on gender. As seen in the table 1,64% percentage of men always purchase fashion products that are marketed as sustainable, which is 29% more than women. 56% of the of the men never buy luxury goods that are more sustainable compared to 44% women who never buy sustainable goods. 53% of women sometimes purchase fashion products that are marketed as sustainable than 47% of the men. The same has been depicted in chart 1. It can be found out that overall men purchase more sustainable goods than women

Keywords:  sustainability, luxury fashion, purchasing behavior, gender differences, Chi-square test, eco-friendly products, consumer behavior