Sostenibilità del Brand e Comportamento del Consumatore nel Settore della Moda di Lusso: Approfondimenti dal Caso Golden Goose

The study examines the influence of sustainability initiatives on consumers' perceptions of lux- ury fashion brands, with a particular focus on the Italian brand Golden Goose. In the luxury sec- tor, sustainability is increasingly regarded as a strategic asset. However, it remains to be ascer- tained how and whether it can influence consumer preferences in a context dominated by sym- bolism and brand heritage. The objective of the present research is to address this lacuna by investigating how consumers interpret sustainability initiatives and to what extent these inter- pretations influence both brand perception and their willingness to purchase. The present thesis adopts a qualitative research approach based on an interpretative philoso- phy, which allows to understand the meanings that consumers attribute to sustainability in the context of luxury branding. Two initiatives were selected for analysis as exemplars of innovation in terms of product and consumer engagement strategy: The Yatay 1B and Forward Store. The findings indicate that sustainability enhances brand perception when it is perceived as con- gruent with the brand's identity and values, and when it is communicated through experiential and participatory touchpoints. However, this influence does not translate into purchase inten- tion, which therefore remains conditioned and subordinate to factors such as brand recognition, symbolic capital and perceived brand authenticity. Moreover, the present analysis demon- strates how the impact of sustainability initiatives on consumer behaviour is mediated by both credibility and perceived authenticity. The participants expressed significant admiration for Golden Goose's initiatives, acknowledging a lack of comprehensive familiarity with these endeavours. This observation signifies a discrep- ancy between sustainability performance and consumer communication, underscoring the ne- cessity for enhanced engagement strategies to bridge this gap. This disconnection results in sus- tainability not becoming a pivotal consideration in the purchasing process, despite its recognised positive impact on brand perception. The research findings indicate that sustainability, within the luxury sector, functions primarily as a value-adding factor rather than a primary purchasing factor. However, this is only the case when it is accompanied by effective communication and visible integration into the brand's proposition. The present thesis contributes to the existing literature on brand sustainability by extending existing models through the identification of five levels of strategic integration. In doing so, it demonstrates that Golden Goose operates primarily in the areas of transparency and commu- nication, consumer engagement and value-based activism. The study concludes that sustainability can influence consumer perception and, by extension, purchase intention, but only if it is integrated in an authentic manner.