Journal Press India^®

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Purpose: The research aims to understand consumer preferences and purchasing behaviors related to sustainability in high-end apparel businesses. It seeks to compare perceptions of sustainable and non-sustainable luxury brands while providing insights into industry practices and future exploration in the field of sustainable fashion. Design/Methodology/Approach: This research employs a comparative approach to study consumer preferences and behaviors within the high- end apparel sector, focusing on sustainability. The data analysis involves assessing 335 responses, with 300 deemed suitable for the study’s objectives. Findings: The research reveals that sustainable luxury apparel brands are perceived more favorably in terms of reliability, trustworthiness, style, and quality compared to non-sustainable counterparts. These findings offer practical insights for luxury brands to adopt and communicate sustainability practices effectively. Moreover, the study suggests potential future research directions that address broader industry challenges and contribute to the sustainable luxury domain. Research Limitations: The study’s cross-sectional design, capturing data at a single point, limits establishing causal relationships and tracking changes over time. The reliance on a sample of 300 individuals might not fully represent diverse luxury fashion consumers, impacting the findings’ generalizability due to demographic factors like age, gender, and location. Managerial Implications: The study suggests that luxury brands can enhance their image by promoting sustainability, which positively affects reliability, trustworthiness, style, and quality perceptions, ultimately boosting purchase intentions. Originality/Value: It adds original insights to the interface of sustainability, brand perceptions, and consumer behavior, catering to the growing demand for ethical products.

Keywords

Sustainable, Consumer Perception, Purchase Intentions, and Luxury Brands

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