Sustainable luxury marketing in jewelry : the customers’ perspective
1
Issued Date
2022
Copyright Date
2022
Resource Type
Language
eng
File Type
application/pdf
No. of Pages/File Size
ix, 39 leaves
Access Rights
open access
Rights
ผลงานนี้เป็นลิขสิทธิ์ของมหาวิทยาลัยมหิดล ขอสงวนไว้สำหรับเพื่อการศึกษาเท่านั้น ต้องอ้างอิงแหล่งที่มา ห้ามดัดแปลงเนื้อหา และห้ามนำไปใช้เพื่อการค้า
Rights Holder(s)
Mahidol University
Bibliographic Citation
Thesis (M.B.A. (Business Administration))--Mahidol University, 2022)
Suggested Citation
Chang, Wen-Yun, 1998- Sustainable luxury marketing in jewelry : the customers’ perspective. Thesis (M.B.A. (Business Administration))--Mahidol University, 2022). Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/113819
Title
Sustainable luxury marketing in jewelry : the customers’ perspective
Author(s)
Advisor(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 consumers, while the second objective was to segment these 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 six sustainable luxury consumer segments: 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 indicated the role of sustainability information in decision-making. The diversity of sustainable luxury consumers and the degree of sustainability information in their minds found in this research could pave the way for future studies on this evolving topic. Moreover, jewelry companies can use the insights into multiple types of consumers to adopt sustainable luxury brand strategies to position themselves diversely.
Degree Name
Master of Business Administration
Degree Level
Master's degree
Degree Department
International College
Degree Discipline
Business Administration
Degree Grantor(s)
Mahidol University