The Influence of Eastern Culture and Eco-Fashion on Luxury Consumption
|關鍵字:||精品消費;東方文化;地位;社群;綠色時尚;Luxury Consumption;Eastern Culture;Status;Social;Eco-fashion|
In the past, luxury belonged to people with great respectfulness and power. It represents wealth and social status. People consume luxury not only for its functional value, but its symbolic value as well. Since its popularization, the demand and acceptance of luxury has increased significantly, especially in Asia, where the consumption claims more than half of the overall production. How does consumer with eastern culture react to luxury? In the wave of extravagance, what are the effects to fashion industry regarding the trend of the global awareness of green and environmental protection? This study focuses on eastern culture and green thoughts by experiment design and the statistic method of multivariate analysis of variance. The result indicates that consumer is more favor in buying high-quality luxury. Luxury’s degree of status is affected by consumer’s demand of status and social influences. Its degree of quality is affected by consumer’s status and environment commitment. According to the results, we suggest that a consumer who is highly aware of environment protection can find it less guilty when luxury goods are marked with more nature but less synthetic pollution. On the other hand, luxury brand can promote consuming willingness for eastern buyers by marketing strategies such as arousing their desire of social status and popularity among its network. It is also recommended that luxuries should keep low profile and subtle signal in order to catering the eastern trend.