B2C sustainability communication

: Exploring millennials’ perceptions of and attitudes towards luxury fashion brands’ sustainability communication on Instagram

Abstract

Consumers are increasingly demanding luxury fashion brands to be more sustainable. However, consumer skepticism is an increasing trend. The aim of this study is to explore millennials' perceptions of an attitudes towards luxury fashion brands’ sustainability communication on Instagram and how it may affect millennials’ purchase behavior. With a qualitative research design, we collect empirical data through one focus group session containing five millennials and six individual interviews with millennials. The findings show that most millennials do not perceive sustainability communication of luxury fashion brands as authentic nor trustworthy. The findings also show that sustainability communication on Instagram affects millennials’ purchase behavior in the form of boycotting or buycotting. Our findings contribute to the literature of luxury brands and sustainability communication, as well as consumer skepticism. Moreover, our findings have managerial and societal contributions. Luxury brand managers should avoid using real animals in their Instagram posts while communicating sustainability and policy makers need to build consumer trust by introducing stricter regulations to prevent greenwashing.

Date of Award	2023-Jun
Original language	English
Supervisor	Karin Alm (Supervisor), Niklas Vallström (Assessor) & Heléne Tjärnemo (Examiner)