| Popis: |
Five factors are found to influence millennials when buying vegan leather luxuryproducts (VLLPs): sustainability awareness, peer pressure, and the perceived conspic-uousness, quality and aesthetics of these products. Five factors are identified, all pos-itively impacting purchase intention: sustainability awareness, positive friend orfamily opinion on VLLPs, and the perceived conspicuousness, quality, and aestheticsof these products. Brands producing VLLPs and targeting millennials should focus onthese factors while creating a marketing strategy. |
