Digitalization is a set part of today's society and even luxury brands feel the increasing need of a digital presence. More than half of all consumers of luxury goods buy them online on a regular basis. The luxury fashion brand Chanel still abstains from offering their most important items in...

Based on a survey among customers of seven German municipal utilities, we estimate hierarchical multiple regression models to identify consumer motivations for participating in P2P electricity trading and develop implications for marketing strategies for this currently relatively unknown...