Logistic Regression of Czech Luxury Fashion Purchasing Habits During the Covid-19 Pandemic – Old for Loyalty and Young for Sustainability?

Abstract

Research background: The sustainability reflected by the CSR of luxury fashion businesses, should meet stakeholders´ expectations and lead to an increase in customers´ buying decisions. Purpose: To analyze Czech luxury fashion purchasing habits during the COVID-19 pandemic and to achieve a deeper understanding with new propositions in this area. Research methodology: A logistic regression is performed and based on data gained from an investigative survey employing a questionnaire of a homogenous Czech group of purchasers. The comparison of the resulting logistic models and field observations with a holistic and empiric Meta-Analysis allows one to heuristically achieve an understanding of such an inclination. Results: Seven unexpected propositions emerge and call for further research, such as those during the COVID-19 pandemic, older Czech luxury fashion customers stick even more with their brand loyalty while younger buyers focus on sustainability. Novelty: The performed case study with a survey link sustainability perception and purchasing habits by relevant cohorts of luxury fashion stakeholders. The presented propositions about trends contributes to the development of the theory about purchase inclination determinants.

Has the pandemic altered luxury consumption and marketing? A sectoral and thematic analysis

“…Similar to other fields and sectors, sustainability has also become an issue being discussed in the luxury products context (Birke & Keil, 2021; Giri et al, 2022; Hala et al, 2022; Kim, Park, & Septianto, 2022; Kumar, 2023; Luo et al, 2021; Phau et al, 2022). However, based on the literature, sustainability issues in luxury products are mainly discussed for fashion products.…”

“…Apart from socioeconomic status, the age of respondents also influences the customers' response to the sustainability issue. Hala et al (2022) found that younger consumers have much greater concern about sustainability issues as compared to older consumers.…”

“…It is worth noting that the sustainable behavior of luxury products also differs based on branding. Hala et al (2022) found that Prada customers were less concerned about sustainability issues than the Gucci brand.…”

Sustainable luxury purchase behavior in the Post-Pandemic Era: a grounded theory study in China

“…Secondly, this study is among the earliest pandemic related sustainable consumer studies in China. The existing pandemic related luxury literature are either during the pandemic ( Kumar, 2023 ) or about supply chain management ( Karaosman et al, 2023 ) and changes to online channels ( Klöckner et al, 2022 ) or case study in mature like Korea ( Pang et al, 2022 ) and Czech ( Hála et al, 2022 ). The findings of the present study indicated that COVID-19 pandemic influence consumers’ luxury fashion purchase intention in China and lead consumers rethink more about sustainability in purchasing behavior.…”

“…In the field of sustainable luxury fashion, although researchers have explored the differences of purchase intention among different countries like the United Kingdom, China, India and the United Arab Emirates ( Mishra et al, 2021 ; Wang et al, 2021 ; Kaur et al, 2022 ), there are relatively few studies on the factors influencing consumer sustainable luxury purchase intention in the Post-Pandemic Era ( Ing et al, 2021 ). The only two existing studies are from Ing et al (2021) and Hála et al (2022) . The former study shows significant roles of experiential, functional, symbolic value perceptions and social influence in forming of luxury purchase intention during the time of pandemic, while the latter indicate there are many differences in customers’ attitudes and habits as well as differences between luxury fashion businesses, their strategies and values.…”