Luxury textile brands and plant-based vegan leather: A qualitative study on Swedish millennials’ perceptions towards the image of luxury textile brands traditionally reliant on animal leather that are offering plant-based vegan leather textile items
(2023) BUSN39 20231Department of Business Administration
- Abstract
- Purpose: The purpose of the study is to gain an understanding of how Swedish millennials perceive the image of luxury textile brands that have always relied on animal leather and now are introducing plant-based vegan leather textiles.
Methodology/Empirical data: The study is based on the foundation of social constructionism philosophy. A qualitative research design is followed in the present study, and an abductive approach is deemed essential to develop new knowledge and insights into the existing literature review and theory based on findings. The data is collected through 8 semi-structured interviews belonging to millennial generations, and one semi-structured interview to an expert on the area of study.
Findings/Conclusion: The... (More) - Purpose: The purpose of the study is to gain an understanding of how Swedish millennials perceive the image of luxury textile brands that have always relied on animal leather and now are introducing plant-based vegan leather textiles.
Methodology/Empirical data: The study is based on the foundation of social constructionism philosophy. A qualitative research design is followed in the present study, and an abductive approach is deemed essential to develop new knowledge and insights into the existing literature review and theory based on findings. The data is collected through 8 semi-structured interviews belonging to millennial generations, and one semi-structured interview to an expert on the area of study.
Findings/Conclusion: The findings reveal that the inclusion of plant-based vegan leather does not risk diminishing the image of the luxury textile brand because it remains the same or it changes in a positive way as long as other elements that define the luxury image of the brand are preserved. The elements that respondents considered important and that delineate the luxurious image of the brand are mainly high-quality and appealing aesthetics. Additionally, sustainability is not perceived as an opposite concept of luxury or as an attribute that negatively influences respondents’ perceptions but rather enhances them, as long as the main valued attributes associated with luxury textiles remain. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9126746
- author
- Falco, Alessia LU and Camacho, Katherine LU
- supervisor
- organization
- course
- BUSN39 20231
- year
- 2023
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Customer perceived value, Brand image, Brand associations, Luxury green brand and line extension, Millennials’ perceptions, Sustainable consumption, Luxury textiles, Plant-based vegan leather, Animal leather
- language
- English
- id
- 9126746
- date added to LUP
- 2023-07-13 07:52:17
- date last changed
- 2023-07-13 07:52:17
@misc{9126746,
abstract = {{Purpose: The purpose of the study is to gain an understanding of how Swedish millennials perceive the image of luxury textile brands that have always relied on animal leather and now are introducing plant-based vegan leather textiles.
Methodology/Empirical data: The study is based on the foundation of social constructionism philosophy. A qualitative research design is followed in the present study, and an abductive approach is deemed essential to develop new knowledge and insights into the existing literature review and theory based on findings. The data is collected through 8 semi-structured interviews belonging to millennial generations, and one semi-structured interview to an expert on the area of study.
Findings/Conclusion: The findings reveal that the inclusion of plant-based vegan leather does not risk diminishing the image of the luxury textile brand because it remains the same or it changes in a positive way as long as other elements that define the luxury image of the brand are preserved. The elements that respondents considered important and that delineate the luxurious image of the brand are mainly high-quality and appealing aesthetics. Additionally, sustainability is not perceived as an opposite concept of luxury or as an attribute that negatively influences respondents’ perceptions but rather enhances them, as long as the main valued attributes associated with luxury textiles remain.}},
author = {{Falco, Alessia and Camacho, Katherine}},
language = {{eng}},
note = {{Student Paper}},
title = {{Luxury textile brands and plant-based vegan leather: A qualitative study on Swedish millennials’ perceptions towards the image of luxury textile brands traditionally reliant on animal leather that are offering plant-based vegan leather textile items}},
year = {{2023}},
}