Sustainable Luxury: The Essence and Validation of the Measurement Tool

Objective: The purpose of the study was to evaluate the validity and reliability of the proposed research questionnaire for recognising consumer beliefs towards sustainable luxury. Research Design & Methods: The study employed the diagnostic survey method with the help of computer-assisted web interview, statistical analysis, synthesis, and logical inference. Findings: The evaluation of the validity and reliability of the authors’ survey questionnaire showed that it was an appropriate tool for studying the two indicators adopted, namely: the luxury product perception index and the luxury product buyers’ perception index. A detailed evaluation of the questionnaire did not indicate the need for modification, which means that it can be proposed in this version for further in-depth research. Implications / Recommendations: From a practical perspective, the proposed tool can be used by producers to identify the opinions of different age groups so that a better marketing strategy can be planned. Contribution: Our study can be considered an original contribution to science when it comes to tools for surveying consumer opinion on luxury products in the context of sustainability requirements.