The Impact of MZ Generation’s Perception of Sustainable Design Factors on Their Intention to Purchase Sustainable Luxury Goods

The MZ generation, consisting of individuals born between 1980 and 2010 in South Korea, has emerged as a significant consumer demographic in their 20s and 30s, characterized by individualistic tendencies, economic power, and strong purchasing influence. This generation plays a central role in driving trends within the luxury market. Concurrently, growing global concerns about climate change and environmental degradation have prompted the luxury industry to emphasize sustainability in product design and development. This study examines the MZ generation’s perceptions of sustainable design in luxury goods and investigates how these perceptions influence their intention to purchase sustainable luxury goods. Data were collected through an online survey of 200 respondents, analyzed using multiple regression techniques. Results indicate that sustainability perceptions in materials and finishing processes significantly impact their intentions to purchase sustainable luxury products. Moreover, awareness of energy efficiency and ethical production within design-related factors also emerged as critical determinants. These findings highlight the MZ generation’s heightened sensitivity to environmental and social issues, illustrating that their values regarding sustainability extend into their luxury purchasing decisions. This suggests that sustainability is becoming an essential consideration in the traditionally exclusivity-driven luxury market, reflecting a shift toward socially conscious consumption behaviors. The study has both theoretical and practical implications. Theoretically, it contributes to research on sustainable consumption by identifying key design elements that resonate with luxury consumers. Practically, it underscores the need for luxury brands to incorporate sustainable materials, utilize eco-friendly finishing techniques, and adopt energy-efficient and ethically responsible production methods. These strategies not only align with the values of the MZ generation but also enhance the luxury industry’s role in addressing critical global challenges.