Is luxury compatible with sustainability? Luxury consumers' viewpoint

Jean-Noël Kapferer and Anne Michaut-Denizeau ()
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Jean-Noël Kapferer: HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales
Anne Michaut-Denizeau: HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales

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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.

Keywords: luxury sector; sustainability; consumer (search for similar items in EconPapers)
Date: 2014-01
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Citations: View citations in EconPapers (38)

Published in Journal of Brand Management, 2014, 21, pp.1-22. ⟨10.1057/bm.2013.19⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00977183

DOI: 10.1057/bm.2013.19

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