IreneRedwan, Amna2024-11-172024-09-05https://hdl.handle.net/20.500.14154/73612This study investigates the complex relationship between nostalgia and sustainable luxury consumption, elucidating the role of nostalgia in influencing consumer intention and behaviour regarding sustainable luxury services. Using qualitative data gathered from twelve one-to-one interviews, the research explores the intersection of nostalgia and sustainability within the luxury service market. Key findings reveal that nostalgia significantly enhances the appeal of sustainable luxury by adding emotional depth and perceived value. Motivators such as emotional connection and alignment with personal values are crucial drivers for consumers to invest in luxury experiences that integrate both nostalgia and sustainability. The study also identifies several barriers to sustainable luxury consumption, including cost, lack of awareness, and the challenge of preserving core luxury attributes while implementing sustainable practices. Unexpectedly, the study found that while simplicity in sustainable luxury services is often negatively perceived as basic or primitive, it is viewed more favourably when integral to a nostalgic experience. This suggests that nostalgic elements can help reframe the appeal of sustainable practices. Integrating interactive nostalgic elements into sustainable luxury experiences was also found to positively impact their appeal, and combining nostalgia with sustainability was shown to enhance emotional connection and encourage ethical consumption. These insights provide actionable strategies for luxury brands to create compelling sustainable offerings, particularly in the service sector. The study contributes to theoretical frameworks by integrating nostalgia with sustainability in luxury services, extending beyond traditional luxury fashion and goods to encompass sectors such as hospitality, travel, and leisure. The research addresses gaps in the literature by investigating the nuanced interplay between nostalgia and sustainability and offers valuable implications for luxury brand management.75enNostalgiasustainableconsumerbehaviorThesis