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Laboratory-grown materials as a substitute for unsustainable raw materials in luxury goods production: how does it affect consumer perception?

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dc.contributor.advisorHussain, Dildar
dc.creatorSantos Castro, Maria Angelica
dc.creator.degreeAdministrador de Negocios Internacionalesspa
dc.creator.degreeLevelPregrado
dc.creator.degreetypeFull time
dc.date.accessioned2023-03-01T22:01:36Z
dc.date.available2023-03-01T22:01:36Z
dc.date.created2023-02-06
dc.descriptionLa compatibilidad entre lujo y sostenibilidad ha sido cuestionada en la literatura durante las últimas décadas. A lo largo de los años han surgido diferentes posturas a favor y en contra. Con el creciente interés y preocupación de los consumidores por la sostenibilidad, las marcas de lujo han constatado la necesidad de implantarla en su cadena de valor. Este estudio se centra en la fabricación de productos de lujo y en las materias primas utilizadas en estos procesos. El objetivo es desvelar las percepciones de los consumidores sobre el uso de materiales cultivados en laboratorio como sustitutos de las materias primas tradicionales, centrándose en el cuero, las pieles y los diamantes cultivados en laboratorio mediante estudios de casos aplicados en LVMH y Kering. ¿Cómo podrían los productos de lujo cultivados en laboratorio ser una solución sostenible sin sacrificar la esencia y las particularidades de los productos de lujo, como la calidad, la exclusividad, el prestigio, etc.? Este estudio ofrece un análisis de las respuestas obtenidas en una entrevista aplicada a casos empresariales, que se analizaron a partir de dos modelos basados en conceptos propuestos previamente por (Mazzalovo & Chevalier, 2020). Las respuestas son evaluadas como un colectivo para obtener palabras clave y asociaciones sobre cada tema propuesto, para ser posteriormente clasificadas en cada modelo, e identificar patrones en las percepciones y asociaciones de los entrevistados. De este análisis se deduce que el "consumidor de lujo ecológico" es el consumidor ideal de productos cultivados en laboratorio en el sector del lujo. Este tipo de consumidor espera que los productos cultivados en laboratorio mantengan las características de los productos de lujo y atribuye la responsabilidad de transmitir el equilibrio entre lujo y sostenibilidad directamente a las estrategias de marketing y comunicación aplicadas por las marcas de lujo.
dc.description.abstractCompatibility between luxury and sustainability has been questioned in the literature over the past decades. Different positions both for and against have emerged throughout the years. With the increasing interest and concern of consumers for sustainability, luxury brands have remarked the necessity to implement it within their value chain. This study focuses on the manufacturing of luxury products and the raw materials used within these processes. The aim is to unveil consumers' perceptions of the use of lab-grown materials as a substitute for traditional raw materials, focusing on leather, fur, and lab-grown diamonds through applied case studies at LVMH and Kering. How could luxury lab-grown products be a sustainable solution without sacrificing the essence and characteristics of luxury products such as quality, exclusivity, prestige, etc.? This study provides an analysis of responses obtained in an interview applied to business cases, which were analyzed from two models based on concepts previously proposed by (Mazzalovo & Chevalier, 2020). Responses are evaluated as a collective to obtain keywords and associations on each proposed topic, to be subsequently classified in each model, and to identify patterns in the perceptions and associations of the interviewees. From this analysis, the ''eco-luxury consumer'' emerges as the ideal consumer of lab-grown products in the luxury industry. This type of consumer expects lab-grown products to maintain the characteristics of luxury products and attributes the responsibility of conveying the balance between luxury and sustainability directly to marketing and communication strategies implemented by luxury brands.
dc.format.extent103 pp
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.48713/10336_38154
dc.identifier.urihttps://repository.urosario.edu.co/handle/10336/38154
dc.language.isoeng
dc.publisherUniversidad del Rosario
dc.publisherRenes School of Business
dc.publisher.departmentEscuela de Administración
dc.publisher.programAdministración de Negocios Internacionales
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dc.source.instnameinstname:Universidad del Rosario
dc.source.reponamereponame:Repositorio Institucional EdocUR
dc.subjectSostenibilidad
dc.subjectIndustria de lujo
dc.subjectProductos cultivados en laboratorio
dc.subjectCuero
dc.subjectDiamantes
dc.subjectPiel
dc.subjectPercepcion del consumidor
dc.subjectEstrategias de marketing
dc.subjectMateria prima
dc.subjectMedio ambiente
dc.subject.keywordSustainability
dc.subject.keywordLuxury industry
dc.subject.keywordLab-grown products
dc.subject.keywordLeather
dc.subject.keywordDiamonds
dc.subject.keywordFur
dc.subject.keywordConsumer perception
dc.subject.keywordMarketing strategies
dc.subject.keywordRaw material
dc.subject.keywordEnvironment
dc.titleLaboratory-grown materials as a substitute for unsustainable raw materials in luxury goods production: how does it affect consumer perception?
dc.title.TranslatedTitleMateriales cultivados en laboratorio como sustitutos de materias primas no sostenibles en la producción de artículos de lujo: ¿cómo afecta a la percepción del consumidor?
dc.typebachelorThesis
dc.type.documentTrabajo de grado
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersion
dc.type.spaTrabajo de grado
local.department.reportEscuela de Administración
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