Blockchain in the luxury sector: What influences luxury consumers' willingness to use blockchain and how could it impact consumers' purchasing behaviour

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Supervisors: Desmet, Carlos
Faculty: Louvain School of Management
Degree label: Master [120] en ingénieur de gestion
Abstract: Luxury organisations are increasingly facing demands for transparency, authenticity and sustainability. On the one hand, the new generations of luxury consumers who express different requirements and growing concerns to the ethical aspect, regret a lack of transparency from luxury brands. On the other hand, the development of blockchain continues to evolve and could respond to many issues such as transparency. However, few papers exist on the impact that the blockchain could have on consumers' behaviour and which factors drive luxury consumers to be willing to use blockchain. Therefore, this paper aims to bridge this gap by testing factors influencing the willingness to use blockchain and the impact transparency through blockchain could have on luxury consumers' purchasing behaviour.