Promoting sustainable consumption of luxury products through marketing in South Korea

Abstract

The thesis aims to study how sustainable marketing can promote the sustainable consumption of luxury products among South Korean citizens. Sustainability is becoming a controversial issue worldwide, and it affects diverse fields such as ecology, economy, and society. Consumption is a major factor influencing sustainability. The increase in luxury consumption among South Koreans impacts sustainability. Therefore, this study was conducted to determine whether South Korean consumers are aware of sustainable consumption and how they think about luxury brands' marketing.