Abstract
Research background: The sustainability reflected by the CSR of luxury fashion businesses, should meet stakeholders´ expectations and lead to an increase in customers´ buying decisions.
Purpose: To analyze Czech luxury fashion purchasing habits during the COVID-19 pandemic and to achieve a deeper understanding with new propositions in this area.
Research methodology: A logistic regression is performed and based on data gained from an investigative survey employing a questionnaire of a homogenous Czech group of purchasers. The comparison of the resulting logistic models and field observations with a holistic and empiric Meta-Analysis allows one to heuristically achieve an understanding of such an inclination.
Results: Seven unexpected propositions emerge and call for further research, such as those during the COVID-19 pandemic, older Czech luxury fashion customers stick even more with their brand loyalty while younger buyers focus on sustainability.
Novelty: The performed case study with a survey link sustainability perception and purchasing habits by relevant cohorts of luxury fashion stakeholders. The presented propositions about trends contributes to the development of the theory about purchase inclination determinants.