TABLEOFCONTENT Page ABSTRACT............................................................................................................................................ii APPROVALPAGE...............................................................................................................................iii FOREWORD.........................................................................................................................................iv TABLEOFCONTENT.........................................................................................................................v LISTOFTABLES...............................................................................................................................vii LISTOFFIGURES............................................................................................................................viii CHAPTER1 INTRODUCTION..................................................................................................................................1 1.1Background..................................................................................................................................1 1.2ProblemStatement.......................................................................................................................6 1.3ResearchQuestion.......................................................................................................................7 1.4ResearchObjective......................................................................................................................7 1.5Limitation....................................................................................................................................8 CHAPTER2 LITERATUREREVIEW....................................................................................................................11 2.1SustainableLuxury....................................................................................................................11 2.2SustainableLuxuryValue..........................................................................................................12 2.3SustainableAttitude..................................................................................................................13 2.4PurchaseDecision......................................................................................................................14 2.5HypothesisDevelopment...........................................................................................................15 2.6ResearchFramework.................................................................................................................16 CHAPTER3 RESEARCHDESIGNANDMETHODOLOGY.............................................................................17 3.1Approach...................................................................................................................................17 3.2Datacollection...........................................................................................................................18 3.3SamplingandPopulation...........................................................................................................19 3.4DataanalysisusingsimpleregressioninSEM-PLS.................................................................21 CHAPTER4 FINDINGANDDISCUSSION...........................................................................................................27 4.1.DemographicProfile.................................................................................................................27 4.2.DescriptiveVariable.................................................................................................................29 4.3.Result........................................................................................................................................37 4.4.Discussion.................................................................................................................................44 CHAPTER5.........................................................................................................................................57 CONCLUSION.....................................................................................................................................57 5.1.Summary...................................................................................................................................57 5.2.Knowledge&ManagerialContribution...................................................................................59 5.3.Recommendationforfutureresearch.......................................................................................60 REFERENCES.....................................................................................................................................63 ` v ` v LISTOFTABLES Table4.1DescriptiveanalysisoftheSustainableLuxuryValue………………………….15 Table4.2DescriptiveanalysisoftheSustainableAttitude………………………………..17 Table4.3DescriptiveanalysisoftheSustainablePurchaseDecision……………...….….19 Table4.4LoadingFactor…………………………………………………………………22 Table4.5Averagevarianceextracted(AVE)……………………………………………..23 Table4.6CrossLoading……………………………………………………………......…23 Table4.7Cronbach’sAlphadanCompositeReliability……………………………...…...25 Table4.8R-SquareTestResults…………………………………………………………..26 Table4.9GoodnessofFitModel………………………………………………………….26 Table4.10HypothesisTestingResults……………………………………………………..27 vi LISTOFFIGURES Figure1.1Shareofthepersonalluxurygoodsmarketworldwidein2022,byregion….1 Figure1.2WillingnessofaffluentconsumerstopaymoreforsustainableluxuryinAsia from1stquarterto3rdquarter2023…………………………………………4 Figure2.1ResearchFramework……………………………………………………….1 1 vii.