The new ethical consumer. The coming consumer mandate for inclusive and innovative luxury fashion practices that support social well-being.

Mendini, Monica and Peter, Paula C. and Honea, Heather and Grasso, Martina (2022) The new ethical consumer. The coming consumer mandate for inclusive and innovative luxury fashion practices that support social well-being. In: Batat, Wided, (ed.) The Rise of Positive Luxury Transformative Research Agenda for Well-being, Social Impact, and Sustainable Growth. Routledge.

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Abstract

The authors underline that the luxury goods industry has long avoided engaging with or highlighting brands with responsible business practices. At the core of this decision is the perception that luxury and ethical consumption cannot co-exist. However, a shift in interest towards minimalism, social justice, and sustainability championed by millennials (born between 1981 and 1996) and Gen Z (born between 1997 and 2012) may offer a consumer market that helps to motivate industry change. An exploratory study focused on fashion luxury examines each generation’s attitudes, interests, and willingness to buy from brands that employ circular economic practices and promote social well-being. Although both generations have been credited with a desire for business to support a more equal and just society, results suggest significant differences between millennials and Gen Z across these variables. Gen Z appears the most motivated toward change. Gen Z is interested in a luxury market defined by inclusive practices and business models. This has implications for research agendas and managerial best practices in luxury marketing to engage current and future generations of ethical consumers. To match the wants of the next generation of these consumers will require the pursuit of innovation, consumer well-being, and positive societal outcomes in a manner that could reshape longstanding facets of luxury fashion.

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