HEC Paris2014-08-11 8:26 PM

Is luxury compatible with sustainability? Luxury consumers’ viewpoint

Abstract

The luxury sector thus far has received scant attention from sustainable development activists and watchgroups. Yet, this focus is changing. Even if other sectors may be more relevant to the cause of sustainability, luxury brands that have gained intact reputations for sustainability must take care to maintain it. Therefore, the present research investigates the level of sensitivity of actual luxury buyers to the cause of sustainable development, insofar as it concerns the luxury sector, luxury brands and their purchases. Do consumers’ attitudes towards sustainability spill over to their opinions about the sustainability of luxury itself, or is luxury a world apart? The findings show that luxury buyers have ambivalent attitudes, such that they consider luxury and sustainability somewhat contradictory, especially with regard to the social and economic harmony facet of sustainable development.

Author
J.-N. KAPFERER, A. MICHAUT

Departments
Marketing

Journal Information
Journal of Brand Management, January 2014, vol. 21, n°1, pp.1-22

Full Article
http://www.hec.edu/Faculty-Research/Publications/Articles/(archive)/2014 

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ABOUT THE AUTHOR

HEC Paris

Founded in 1881 by the Paris Chamber of Commerce and Industry, HEC Paris specializes in education and research in management sciences. As a leading academic institution in Europe and worldwide, HEC Paris offers a complete and unique range of education programs for students and leaders.

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