Do luxury brands in fashion industry have to trade off for sustainability?

Abstract

In the current global context, sustainability has become a paramount concern for individuals and businesses worldwide, including Vietnam. This study explores the intersection of sustainability and the high-end fashion industry, where consumers increasingly prioritize sustainability in their purchasing decisions. High-end fashion brands respond by actively integrating sustainability into their products to meet evolving customer preferences. Despite the general favorability towards sustainable products, this research examines nuanced perspectives and reactions when juxtaposing "sustainability" with "luxury." The study investigates the impact of key factors—exclusivity, conformity, hedonic value, and attitude—on the purchase intentions of Vietnamese luxury consumers towards sustainable fashion brands. Through quantitative methods, a survey of around 300 luxury consumers in Ho Chi Minh City was conducted, employing Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis. Results reveal that attitude exerts the strongest impact on consumers' intention to adopt sustainable high-end fashion, followed by hedonic value, exclusivity, and least significantly, the need for conformity. Sustainability partly influences customers' purchasing intentions, as those embracing sustainable trends seek to use sustainable products from beloved brands, shaping their shopping behavior. The study aims to determine the extent to of luxury customers embrace a sustainable lifestyle and their willingness to invest. This exploration will guide luxury brands in navigating trade-offs between sustainability and traditional luxury, concluding with theoretical and practical implications, alongside portraits of potential influential customers in sustainable high-end fashion.