Prestigieux et engagés: La double casquette des célébrités sur le visage du luxe durable

Oxana Lahbib (), Aurélie Kessous () and Pierre Valette-Florence ()
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Oxana Lahbib: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Aurélie Kessous: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Pierre Valette-Florence: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes

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Abstract: The dissonance arising from the marriage of luxury and sustainability, and the scepticism generated by the ethical argument of brands leave the luxury industry unsure regarding the best strategy to prove the ethical aspect of its activity. Recent works have proposed the celebrity as a solution to this impasse. This study hence seeks to confirm in a first stage the role of a celebrity in the acceptance of sustainable luxury by its clientele (qualitative exploration), and then attempts to identify for which type of cause defended by the brand (social or environmental) this collaboration would have a greater impact on its clients (quantitative confirmation). The study shows that the celebrity helps customers to better perceive the notion of sustainable luxury: while the defence of a social cause reinforces the luxury aspect of the brand, the defence of an environmental cause leads customers to spread the information to their entourage.

Keywords: luxe; développement durable; scepticisme; endossement par les célébrités (search for similar items in EconPapers)
Date: 2022-05-18
New Economics Papers: this item is included in nep-env and nep-ipr
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Published in 38ème Congrès International de l'Association Française du Marketing, May 2022, Tunis, Tunisie

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