What Do You Think? Investigating How Consumers Perceive Luxury Fashion Brand’s Eco-labelling Strategy

Abstract

This study explores how consumers perceive eco-labels that are designed to visualise corporate sustainability performance and act as stimuli for sustainable practices. To reinforce the insight into how consumers perceive eco-labels in the luxury fashion industry, the study employs semi-structured interviews to investigate Gen Y consumers’ understanding and opinions. This contributes to knowledge by focusing on sustainability communication surrounding eco-labelling strategies and their perceived usefulness to effectively communicate corporate sustainability performance within the luxury fashion industry.