Gen Y Consumer perceptions of web-based sustainability communications – the case of luxury fashion

Past research has outlined a paradox between sustainability and luxury fashion products, which has changed more recently in that studies highlight the importance of sustainable luxury. Accelerated by COVID-19 sustainability information shown on luxury brands’ websites has increased, the impact of which remains unknown. This study utilises sustainability communication as a theoretical underpinning to address this gap. This study is based on a qualitative inquiry into how Gen Y consumers perceive and engage with the information broadcasted on luxury companies’ websites. 25 semi-structured interviews were conducted and carefully analysed, thereby highlighting three levels of consumer engagement in the communication. Findings thus, contributes to the debates surrounding sustainability communication by looking at information conveyed on companies’ websites from consumers perspective. The results provide novel insights into sustainability communication theory, outlining three unique layers that have different outcomes in terms of awareness and action.