Influence of Marketing Perception on Consumer Response of Sustainable Product Design for Gen Z Fashion Luxury Products in Shenzhen, China

บทคัดย่อ

            Where is the world headed? As a "community of destiny", the road to sustainable development for mankind is bound to be arduous and long. Fashion luxury brands pay more and more attention to sustainable development, and more deeply realize that the implementation of sustainable marketing is an important measure for brands to achieve more economic and social benefits. The concepts of sustainable development, ecological protection, sustainable production and sustainable consumption that fashion luxury brands have made known to Generation Z consumers through sustainable marketing, thus influencing consumer response, play a key role in the long-term development of fashion luxury goods, and are a topic worthy of in-depth study. Based on SOR and other related theories, this study categorizes the factors affecting consumer response into 11 variables, constructs the conceptual framework of this study, and proposes relevant hypotheses. Self-guided estimation of structural equation modeling (SEM) was conducted using data from 504 Shenzhen Gen Z fashion luxury users, and the research hypotheses and conceptual framework were validated by AMOS analysis software. This paper finds that the most influential factor through sustainable marketing factors is consumers' greatest concern for quality traits compared to other factors. In addition, motivation perception has the most direct and highest degree of influence in consumer perception, followed by the highest influence of consumer emotional response in consumer response. Sustainable marketing attributes positively influence consumer response through consumer perception. As a mediating variable, consumer confidence has a significant chain mediation effect on consumer perception and consumer response, and consumer self-enhancement plays a moderating role between consumer perception and consumer confidence. On this basis, the authors derive a marketing model and marketing management suggestions for sustainable products among Gen Z consumers in fashion luxury brands in Shenzhen.