Sustainable Luxury Consumers’ Preferences and Segments: Conjoint and Cluster Analyses
Issued Date
2022-08-01
Resource Type
eISSN
20711050
Scopus ID
2-s2.0-85137176625
Journal Title
Sustainability (Switzerland)
Volume
14
Issue
15
Rights Holder(s)
SCOPUS
Bibliographic Citation
Sustainability (Switzerland) Vol.14 No.15 (2022)
Suggested Citation
Chang W.Y., Taecharungroj V., Kapasuwan S. Sustainable Luxury Consumers’ Preferences and Segments: Conjoint and Cluster Analyses. Sustainability (Switzerland) Vol.14 No.15 (2022). doi:10.3390/su14159551 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/84268
Title
Sustainable Luxury Consumers’ Preferences and Segments: Conjoint and Cluster Analyses
Author(s)
Author's Affiliation
Other Contributor(s)
Abstract
Sustainable luxury is an emerging concept that has gained traction in the industry. However, limited studies have explored the preferences of consumers towards sustainable luxury products. Therefore, the first objective of this research was to identify the sustainable luxury attributes that appeal to the consumers, while the second objective was to segment consumers based on their sustainability and luxury preferences. Data were collected from 354 consumers in Thailand and Taiwan; preferences were determined using a choice-based conjoint analysis. K-means clustering was performed to identify sustainable luxury consumers as customizers, perfectionists, legacy lovers, zero-waste warriors, transparency trackers, and green operators. This research is the first to shed light on the multiplicity of sustainable luxury consumers. It also indicates the role of sustainable information in decision making.